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
O7. Helpful Mental Shortcuts or a Shortcut to Bias? Two Perspectives on Heuristics and One New Direction for Consumer Research
Carly Drake, University of Calgary, Canada
Mehdi Mourali, University of Calgary, Canada
Brand Relationships in a "Post-Fact” World
Luciana Velloso, York University, Canada
Eileen Fischer, York University, Canada
Situation Neglect Underlies Both Psychological Myopia and Psychological Hyperopia
Sarah Wei, University of Warwick
Christopher Hsee, University of Chicago, USA