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.



Citation:

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.

Authors

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



Volume

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



Share Proceeding

Featured papers

See More

Featured

Consumers’ Attitudes Towards Their Rights and Responsibilities in the Sharing Economy: An Ideological Perspective

Marylouise Caldwell, University of Sydney, Australia
Steve Elliot, University of Sydney, Australia
Paul Henry, University of Sydney, Australia
Marcus O'Connor, University of Sydney, Australia

Read More

Featured

N4. Induction of Construal-Level Mindset via Surprise and the Follow-up Effect on Consumer Evaluations and Judgments

Atul A Kulkarni, University of Missouri, USA
Joëlle Vanhamme, EDHEC Business School, France

Read More

Featured

Major or Minor: When Foreign Language Increases Versus Decreases Cheating

Jia Gai, Erasmus University Rotterdam, The Netherlands
Stefano Puntoni, Erasmus University Rotterdam, The Netherlands

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.