Conspicuous Consumption As a Way to Cope With Threatening Social Comparison

This paper examines how and when threatening social comparison influences conspicuous consumption. The research fills a gap in the social comparison literature by investigating the behavioral consequences of social comparison in comparison unrelated domains, and contributes to the compensatory consumption literature by demonstrating self concept clarity as a boundary condition.



Citation:

Xiaoying Zheng and Siqing Peng (2015) ,"Conspicuous Consumption As a Way to Cope With Threatening Social Comparison ", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 306-307.

Authors

Xiaoying Zheng, Guanghua School of Management, Peking University, China
Siqing Peng, Guanghua School of Management, Peking University, China



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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