Effects of Social Value, Self-Discrepancy, and Face Consciousness on Status Consumption: Perceived Consumer Need for Uniqueness as a Mediator

Abstract

The current research aims to examine the effects of face consciousness, social value and self-discrepancy on status consumption and mediating role of consumer need for uniqueness. In the culture of East, individuals understand distinctiveness as the dissimilarity of status rather than separateness or deviance. Ten hypotheses have been explored by researcher. Five-hundred and twelve participants completed a survey. Cross-sectional study design has been employed. This research concentrated on the issue of status consumption by using the luxury apparel industry. The outcomes can be beneficial for the managers of luxury apparel brands. The findings will facilitate managers of luxury apparel brands who are dealings with status consumption. They can get better insight of customers and manage their marketing strategies efficiently.

Keywords: Face consciousness, social value, consumer need for uniqueness, self-discrepancy, status consumption