Conspicuous Consumption and Subjective Well-Being: a Bi-Motive Explanation
We empirically test Shrum et al.’s (2013) theoretical proposition and demonstrate through three studies that the direction of the impact of conspicuous consumption on consumers’ subjective well-being depends on consumers’ motive to use the product as a self-signal or as an other-signal to others.
Mohua Zhang and Dwight Merunka (2015) ,"Conspicuous Consumption and Subjective Well-Being: a Bi-Motive Explanation", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 298-299.
Mohua Zhang, University of Grenoble Alpes, CNRS, CERAG, F-38040 Grenoble and Kedge Business School, Marseille, France
Dwight Merunka, Aix-Marseille University, CERGAM EA 4225, Aix-Marseille Graduate School of management - IAE, and Kedge Business School, France
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
M12. From the Occult to Mainstream – Tracing Commodification of the Spiritual in the Context of Alternative Spiritualities
Richard Kedzior, Bucknell University
D2. When a Negative Review Can Help the Company: the Role of the Unfairness and Empathy
Maria Alice Pasdiora, UFRGS
Cristiane Pizzutti, UFRGS
Natalia Englert, UFRGS
The Inimical Lure of Intense Means
Jordan Etkin, Duke University, USA
Szu-chi Huang, Stanford University, USA