How Psychological Factors, Status and Social comparison lead to conspicuous and status-based consumption
DOI:
https://doi.org/10.54938/ijemdss.2026.05.4.810Keywords:
Conspicuous consumption, Status consumption, Self-esteem, Materialism; Self-concept clarity, Subjective social class, Need for social approval, Product symbolic status, Bandwagon effect, Snob effect, PakistanAbstract
This study examines how psychological factors shape conspicuous and status-based consumption by investigating the underlying roles of status-related motives and social influence mechanisms. Specifically, it proposes and tests an integrated framework linking psychological factors such as 1. self-esteem, 2. materialism, 3. subjective social class, and 4. self-concept clarity with conspicuous consumption through a series of mediatory channels. Firstly, these factors influence status-related motives, namely 1. bandwagon effect, 2. product symbolic status, 3. snob effect, and 4. status anxiety. Afterwards, these motives in turn affect social influence mechanisms that include 1. need for social approval and 2. social comparison, thereby influencing Conspicuous and status consumption.
Research Methodology: A quantitative cross-sectional survey was conducted among Pakistani consumers. The proposed conceptual model was empirically tested using Partial Least Squares Structural Equation Modelling (PLS-SEM) to assess both direct and serial mediating relationships.
Findings – The findings demonstrate that product symbolic status is the strongest psychological mechanism driving need for social approval, which subsequently increases both status consumption and conspicuous consumption. Self-esteem negatively influences the bandwagon effect and product symbolic status, while materialism positively predicts the snob effect. Subjective social class positively affects bandwagon effect and product symbolic status but negatively influences status anxiety. Self-concept clarity positively predicts both bandwagon and snob effects. The serial mediation analysis reveals that significant indirect effects primarily operate through product symbolic status, bandwagon effect, and snob effect via need for social approval. In contrast, social comparison and status anxiety exhibit limited explanatory power, with most associated direct and indirect relationships remaining statistically insignificant.
Originality/value: This study extends the conspicuous consumption literature by integrating multiple psychological antecedents with status-related and social influence mechanisms into a single explanatory framework. Unlike previous studies that examine these factors independently, the proposed model identifies need for social approval as the primary mechanism through which psychological characteristics translate into conspicuous and status-oriented consumption. The findings contribute empirical evidence from Pakistan, enriching the understanding of status-driven consumer behavior in emerging markets.
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