Socioeconomic status moderates the relationship between self-esteem and attitudes towards conspicuous consumption: An electrophysiological study

IF 2.7 3区医学 Q1 BEHAVIORAL SCIENCES Biological Psychology Pub Date : 2024-09-12 DOI:10.1016/j.biopsycho.2024.108862

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Abstract

Research on the impact of self-esteem on conspicuous consumption has shown inconsistent results. This study addresses this variability by examining how socioeconomic status (SES) moderates the relationship between self-esteem and conspicuous consumption. We hypothesized that the relationship varies with SES, predicting a positive relationship at high SES levels and a negative relationship at low SES levels. Our findings confirm this hypothesis. Using a Go/NoGo association task (GNAT) combined with event-related potentials (ERP), we investigated the cognitive processing speeds for congruent and incongruent pairings. This method provided insights into the implicit attitudes towards conspicuous products and revealed the complex dynamics between self-esteem and SES in influencing consumer behavior tendencies. This research advances our understanding of the interactions between self-esteem and SES in conspicuous consumption from an implicit cognitive perspective. It also offers significant practical implications, guiding the development of consumer marketing strategies that can be tailored to different socioeconomic contexts.

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社会经济地位调节自尊与炫耀性消费态度之间的关系：电生理学研究

有关自尊对炫耀性消费影响的研究结果并不一致。本研究通过考察社会经济地位（SES）如何调节自尊与炫耀性消费之间的关系来解决这一差异。我们假设这种关系会随着社会经济地位的变化而变化，高社会经济地位的人自尊与炫耀性消费之间的关系为正，而低社会经济地位的人自尊与炫耀性消费之间的关系为负。我们的研究结果证实了这一假设。我们使用 "去/不去 "联想任务（GNAT）结合事件相关电位（ERP），研究了一致和不一致配对的认知处理速度。这种方法有助于深入了解消费者对显性产品的内隐态度，并揭示了自尊与社会经济地位之间影响消费者行为倾向的复杂动态关系。这项研究从内隐认知的角度推进了我们对自尊和社会经济地位在显性消费中的相互作用的理解。它还具有重要的现实意义，可指导我们制定适合不同社会经济背景的消费者营销策略。

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来源期刊

Biological Psychology 医学-行为科学

CiteScore

4.20

自引率

11.50%

发文量

146

审稿时长

3 months

期刊介绍： Biological Psychology publishes original scientific papers on the biological aspects of psychological states and processes. Biological aspects include electrophysiology and biochemical assessments during psychological experiments as well as biologically induced changes in psychological function. Psychological investigations based on biological theories are also of interest. All aspects of psychological functioning, including psychopathology, are germane. The Journal concentrates on work with human subjects, but may consider work with animal subjects if conceptually related to issues in human biological psychology.