In a world characterised by economic disparities, understanding the drivers of conspicuous consumption is crucial for both theoretical and practical reasons. This study investigates the impact of...Show moreIn a world characterised by economic disparities, understanding the drivers of conspicuous consumption is crucial for both theoretical and practical reasons. This study investigates the impact of inequality of outcomes and inequality of opportunities on conspicuous consumption, among undergraduate students in the United States, addressing a notable gap in the literature that often overlooks the influence of different types of inequality. Participants were primed to reflect on their experiences related to either inequality of outcomes, opportunities, or routine activities (control). We hypothesised that students who are primed with inequality of outcomes (H1), inequality of opportunities (H2) would exhibit higher levels of conspicuous consumption compared to the control group. Additionally, we posited that students with low disposable incomes primed with inequality (H3) would engage more in conspicuous consumption than higher-income students in the control group. Despite extensive literature linking inequality to increased conspicuous consumption, our results did not show a significant effect of the priming conditions on conspicuous consumption intentions. However, disposable income was found to be a significant predictor, with higher income students engaging in more conspicuous consumption. The study highlights the importance of considering economic capacity in conspicuous consumption behaviours and suggests the need for diverse samples and alternative methods in future research to better understand the relationship between the examined variables.Show less
Conspicuous consumption, the act of purchasing goods or services to display wealth, plays a significant role in consumer behavior to enhance perceived social status. While the relationship between...Show moreConspicuous consumption, the act of purchasing goods or services to display wealth, plays a significant role in consumer behavior to enhance perceived social status. While the relationship between income and consumption patterns has been previously explored, the specific effects of inequality of outcomes and inequality of opportunity on conspicuous consumption, particularly among college students, remain underexplored. investigates the impact of priming inequality on conspicuous consumption among American college students and examines how this relationship is moderated by the disposable monthly income (objective income) and perceived socioeconomic status (subjective income) of the students. Participants were randomly assigned to one of three priming conditions: inequality of outcomes, inequality of opportunity, or a control group. They subsequently completed a self-report questionnaire assessing their conspicuous consumption. The study made use of 297 American college students. The findings revealed no significant relationship of priming with either inequality of outcomes or inequality of opportunity compared to the control group on conspicuous consumption. However, a significant main effect was found for disposable monthly income, indicating that low-income students are significantly less likely to engage in conspicuous consumption than middle- and high-income students. No significant effects were found for perceived socioeconomic status or the interaction effects between the conditions and the different income types. These results contribute to understanding the conspicuous consumption tendencies among students, suggesting that priming inequality does not influence these behaviors, while income level does. Future research could further explore the dynamics between socioeconomic status, income, and perceptions of inequality to develop effective policies aimed at reducing student debt and addressing economic disparities.Show less
