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How social perceptions influence consumption for self, for others, and within the broader system
Nailya Ordabayeva1, Monika Lisjak2, Aziza C Jones3
1Carroll School of Management, Boston College, 140 Commonwealth Avenue, Chestnut Hill, MA, 02467, USA.
Current Opinion in Psychology
|July 18, 2021
Summary
Social perceptions shape consumption for oneself, others, and society. Understanding these influences and navigating common misperceptions can improve consumption choices and outcomes.
Area of Science:
- Consumer Behavior
- Social Psychology
- Marketing Science
Background:
- Social perceptions significantly impact consumer choices.
- Consumption behaviors are influenced by social factors at multiple levels.
- Individuals often face tensions and misperceptions in their consumption decisions.
Purpose of the Study:
- To develop a framework for understanding social perceptions' influence on consumption.
- To analyze the role of social others at different consumption levels (self, others, system).
- To identify and explore common tensions and misperceptions in consumption.
Main Methods:
- Conceptual framework development.
- Literature review on social influence and consumption.
- Analysis of consumption tensions and navigation strategies.
Main Results:
- A three-level framework (self, others, system) is proposed.
- Social others act as passive observers or active agents influencing consumption.
- Common consumption tensions and misperceptions are identified and described.
Conclusions:
- The proposed framework provides a novel perspective on social influence in consumption.
- Understanding these dynamics can help individuals make better consumption choices.
- The framework opens avenues for future research in consumer psychology and marketing.
Keywords:
Brand activismCompensatory consumptionConsumptionConsumption for othersCorporate sociopolitical activismEconomic inequalityPsychological tensionsSelf-signalingSocial judgmentSocial perceptionSocial signalingSocial statusSymbolic consumptionSystem justificationMore Related Videos
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