Social class, social self-esteem, and conspicuous consumption.

ABSTRACT: Previous research has suggested the negative relationship between self-esteem and conspicuous consumption since conspicuous consumption is aimed to gain social recognition and signal status. However, it has not been much explored how this relationship holds depending on social classes. We propose subjective social class will moderate the relationship between social self-esteem and conspicuous consumption. We also hypothesize the mediating roles of social dominance orientation and life satisfaction in the proposed moderation effect. By conducting the survey with the American sample, we tested these predictions. In Study 1, we showed that the negative relationship between social self-esteem and conspicuous consumption appeared only among high subjective social class individuals. In Study 2,

SUBMITTER: Oh GG 

PROVIDER: S-EPMC7905187 | biostudies-literature | 2021 Feb

REPOSITORIES: biostudies-literature