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How self-construal drives intention for status consumption: A moderated mediated mechanism

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  • Jebarajakirthy, Charles
  • Das, Manish

Abstract

•Individuals' interpretation of the world (i.e., self-construal) influences their consumption decisions including status consumption; however, it is under researched.•This study investigates the effects of self-construal on the intention for status consumption through a moderated mediation mechanism including social comparison as mediator and materialism as moderator.•The findings showed independent self-construal directly enhances intention for status consumption but interdependent self-construal enhances it via social comparison.•Social comparison drives intention for status consumption among interdependent self-construal people at low materialistic levels but not at high materialistic levels.•This study provides several implications for theory and practice.

Suggested Citation

  • Jebarajakirthy, Charles & Das, Manish, 2020. "How self-construal drives intention for status consumption: A moderated mediated mechanism," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
  • Handle: RePEc:eee:joreco:v:55:y:2020:i:c:s0969698919311099
    DOI: 10.1016/j.jretconser.2020.102065
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