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

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