The Effects of Competition on Conspicuous Consumption: the Mediating Role of Social Comparison

This study examined the effects of consumers’ perceptions of the world as a competitive place on their conspicuous consumption. Participants in the competitive (cooperative) condition engaged to a greater extent in conspicuous consumption. In addition, social comparison mediated the effects of competition only for highly materialistic consumers.



Citation:

Chunduk Hwang, Joon Woo Park, Hyun Young Cho, Jin Suk Lee, and Seungwoo Chun (2018) ,"The Effects of Competition on Conspicuous Consumption: the Mediating Role of Social Comparison", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 49-50.

Authors

Chunduk Hwang, Dongguk University, South Korea
Joon Woo Park, Dongguk University, South Korea
Hyun Young Cho, Dongguk University, South Korea
Jin Suk Lee, Soongsil University, South Korea
Seungwoo Chun, Dongguk University, South Korea



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018



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