The malleable morality of conspicuous consumption

Area of Science:

• Social Psychology
• Moral Psychology
• Consumer Behavior

Background:

• Conspicuous consumption, while often criticized, is a prevalent behavior.
• The perceived morality of conspicuous consumption is not fixed but can vary.
• Moral Foundations Theory provides a framework for understanding differing moral values.

Purpose of the Study:

• To investigate how different moral values influence the perception and engagement in conspicuous consumption.
• To explore the paradox of conspicuous consumption being both criticized and embraced.
• To test the mediating role of perceived characteristics and moderating role of social visibility.

Main Methods:

• Archival data analysis correlating national moral values with luxury goods spending.
• Six experimental studies (N=2903) manipulating moral foundations (trait and state) and measuring moral judgments and consumption propensity.
• Mediation and moderation analyses to understand the mechanisms and boundary conditions of the effects.

Main Results:

• National prevalence of binding moral values predicts higher luxury spending.
• Endorsement and salience of binding values increase moral permissibility and propensity for conspicuous consumption.
• Individualizing values decrease moral permissibility by focusing on self-enhancement, while binding values increase it via social identity signaling.

Conclusions:

• The morality of conspicuous consumption is contingent on the moral lens applied.
• Binding moral values (e.g., loyalty, purity) can paradoxically legitimize and encourage conspicuous consumption.
• Social visibility moderates the influence of moral values on conspicuous consumption judgments and behaviors.