Mating Goals Moderate Power's Effect on Conspicuous Consumption Among Women
Taiyang Zhao1, Xiaotong Jin1, Wei Xu1
11 Business School, Jilin University, Changchun, Jilin, China.
Summary
Women
Area of Science:
- Evolutionary psychology
- Social psychology
- Consumer behavior
Background:
- Conspicuous consumption, often linked to status signaling, may have evolutionary roots.
- Understanding the interplay between mating goals, power, and consumption is crucial for marketing strategies.
Purpose of the Study:
- To investigate the relationship between conspicuous consumption and women's mating goals through an evolutionary psychology lens.
- To examine the moderating role of power and the mediating role of social comparison tendencies in this relationship.
Main Methods:
- Two experimental studies were conducted involving participants evaluating scenarios related to conspicuous brands and mating goals.
- Study 2 manipulated power states and mating goals, measuring social comparison and conspicuous consumption inclination.
Main Results:
- Conspicuous brands were perceived to enhance success in mate attraction and guarding.
- Power influenced conspicuous consumption differently based on mating goals: high power favored mate guarding, while low power favored mate attraction.
- Social comparison orientation mediated the effect of power on consumption.
Conclusions:
- Conspicuous consumption in women is significantly influenced by mating goals and power dynamics, mediated by social comparison.
- Findings offer insights into the evolutionary underpinnings of consumer behavior and have implications for product marketing.
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