Download Conspicuous consumption – a revision of measurement approaches

Conspicuous consumption – a revision of measurement
approaches and how they relate to one another (2 students)
Victor Schliwa
Sprache/Language: English or German
Conspicuous consumption, often interchangeably used with the term status
consumption describes product purchase and -consumption that is motivated by
desired positive reactions of others and the aim to gain social status and
acceptance among a desirable social group. A practical example might be the
purchase of a fast car to be admired by colleagues and friends. Over the past 15
years numerous approaches have been taken to develop a scale to measure the
orientation towards other’s recognition in one’s consumption behavior.
The goal of this seminar/ bachelor thesis is to relate the approaches conceptually
to one another and place them in the greater context of approval motivation and
social desirability.
Furthermore the goal is to conduct a small pretest to empirically examine the
interrelatedness of aforementioned constructs!
In case necessity arises, students must be available to collect data at the Lange
Nacht der Wissenschaft on May 21st.
Introductory literature:
Scott, M. L., Mende, M., & Bolton, L. E. (2013). Judging the Book by Its Cover?
How Consumers Decode Conspicuous Consumption Cues in Buyer-Seller
Relationships. Journal Of Marketing Research, 50(3), 334-347
Martin, H. J. (1984): A revised measure of approval motivation and its
relationship to social desirability. Journal of Personality Assessment 48 (5),
pp. 508–519
Crowne, Douglas P.; Marlowe, David (1960) A new scale of social desirability
independent of psychopathology. Journal of Consulting Psychology, Vol 24(4),
Aug 1960, 349-354.