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THE INFLUENCE OF TWO FUNDAMENTAL FACTORS ON CONSPICUOUS LUXURY CONSUMPTION
글로벌지식마케팅경영학회 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07
In real life most are searching for ways to pursue happiness through positive affirmation from others. This practice includes conspicuous luxury consumption in capitalist societies. Veblen Thorstein critically describes this construct as lavishing money on unnecessary evident goods as a means to gain social status and recognition from others (Veblen, 1899). Following Veblen, researchers have examined various antecedent and consequent factors of conspicuous luxury consumption behaviour from broad research streams such as power, social class, culture and materialism (e.g., Berger & Ward, 2010; Han, Nunes, & Drèze, 2010; Lee & Shrum, 2012; Rucker & Galinsky, 2008, 2009; Sivanathan & Pettit, 2010; Wang & Griskevicius, 2014). Though research on conspicuous luxury consumption has received great attention over the past decade, and previous research discovered how various factors affect conspicuous luxury consumption, the ways in which core factors influence conspicuous luxury consumption are still not well understood. In this research, we revealed two important factors; self-focus versus other-focus and self-transformative versus self-expressive motivation. In multiple experiments, the major dependent variable is the logo size of luxury brands, which is generally accepted to reflect the conspicuous consumption intentions of the purchaser. This research reveals the following two important findings. First, individuals have a greater desire for conspicuous luxury products when they focus more on others than themselves, because of brand logo visibility of luxury consumption. This is because focusing on others makes individuals more concerned about others’ opinions of them and social criticism (Fenigstein, Scheier, & Buss, 1975), thus leading individuals to gravitate towards the products that can guard against potential social criticism. This in turn, makes other-focused individuals place more value than self-focused individuals on conspicuous luxury products that have socially favourable indicators. Secondly, the current research shows that individuals who are motivated to transform themselves into the person they wish to be prefer conspicuous luxury products more than those who are motivated to express their actual selves. This is because conspicuous luxury products are highly associated with an ideal self. The current research offers several important contributions. First, the studies reported here will enrich the extant conspicuous luxury consumption literature by unveiling the fundamental motivations lying behind the various factors that have been shown to influence conspicuous consumption in previous research (e.g., Lee & Shrum, 2012; Rucker & Galinsky, 2008, 2009). Second, the findings of this research highlight ways to attenuate conspicuous luxury consumption that affect the happiness of individuals; the self-focused and self-expression. Consequently, this research’s findings advance understanding of luxury consumption as most research has focused more on antecedents that increase conspicuous luxury consumption behaviour (e.g., Lee & Shrum, 2012; Sivanathan & Pettit, 2010; Wang & Griskevicius, 2014) than factors that decrease conspicuous luxury consumption behaviour (Stillman, Fincham, Vohs, Lambert, & Phillips, 2012).
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글로벌지식마케팅경영학회 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
The cosmetic industry has been rapidly expanding over the last decades. The industry itself generates about $230 billion each year and is consumed daily by 90% of female consumers. Despite its weight in the economy, consumer research has largely neglected the specificity of beauty products and consumption. The first aim of this paper is thus to offer an integrative conceptual framework to better understand beauty consumption from a consumer psychology point of view, incorporating findings from evolutionary, cognitive and cultural psychology. The second aim is to encourage consumer research on the topic by offering a research agenda taking into consideration different dimensions of beauty perception. This working paper is based on a critical and systematic literature review conducted on the topic of beauty in cognitive, evolutionary and cultural psychology. Whilst the beauty industry is booming, a gap exists in the consumer research literature in terms of understanding the applications of traditional evolutionary, cognitive and crosscultural research on the topic. This working paper introduces a framework and agenda to understand, frame, and study beauty in consumer research. On the basis of the literature reviewed, we propose a model with two decision-making systems related to beautyrelated cognition and behaviors: an impulsive decision-making system and a socially constructed decision-making system. In the impulsive decision-making system, sexual selection and cognitive mechanisms function simultaneously. We expect impulsive buying behavior to occur when consumers are exposed to highly aesthetic packaging of beauty products. In the socially constructed decision-making system, consumers choose certain brands depending on the brand image being aligned with the consumer’s cultural perception of beauty. We argue that decision-making behavior is reflective, as opposed to impulsive. Finally, we argue that both systems are mutually reinforcing and need to be better integrated into further studies looking at beauty consumption.
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EXPECTED UTILITY OF SPORTS SPECTATORS; CLOSE OR LOPSIDED MATCH
글로벌지식마케팅경영학회 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
People want to watch a sports game which cannot anticipate the result until the end of the game. Sometimes, however, excessive tension of contest lowers the interest of audience. Vast amount of existing researches have focused on finding explanation about what makes a difference of the preference level of suspense among sports fans and where is the optimal level of suspense. We apply Expected Utility Theory and Prospect theory to illustrate the expected utility of sports spectators. According to our findings, if someone someone who is satisfied more when the cheering team wins, he or she may prefer lopsided match than close match. And fans who support winning team, which means team which wins often, prefer lopsided match to close match because they forecast their team will win more than fans who support losing team, which means team which loses often. We manipulate the level of satisfaction when the cheering team wins (S) and subjective forecasted probability of win before the game (Q) of respondents and measure the utility of them toward difference game aspect (P) to verify our hypothesis. This study was carried out to investigate how the satisfaction of sports spectators will change according to the change of the game aspect. In particular, research model was set up using the Expected Utility Theory and Prospect Theory of economics. The use of economics models to explain sports consumer behavior is different from that of previous studies, and consumers' prior expectations can affect the current game viewing based on Prospect Theory is another contribution of this research.
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