AN EXAMINATION OF THE RELATIONSHIPS BETWEEN SELF-PERCEPTIONS, CONSPICUOUS CONSUMPTION, AND SAVING BEHAVIOR

Charnsid Leelakasemsant, Chanon Toliang, Pattana Boonchoo

Abstract


This paper seeks to examine (1) the effects of social status and the three major components of self-esteem, performance, appearance, and social self-esteem, on conspicuous consumption and (2) the impact of conspicuous consumption on saving behavior. The relationships substantiated in this study are based mainly on the perception-behavior linkage within the social psychology domain. The data used to analyze the proposed relationships in this study were collected through an on-line survey, with a final sample size of 268 consumers. The findings show that only social status and the social dimension of self-esteem significantly affect conspicuous consumption. Surprisingly, we found no relationship between conspicuous consumption and savings. The results are discussed, along with suggestions for future research

Keywords


Social Status; Self-Esteem; Conspicuous; Consumption; Saving

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