Bandwagon Consumption among the Black Middle Class

Abstract

This paper investigates psychological factors that influence consumers to engage in bandwagon consumption when purchasing luxury motor vehicles. The South African Black middle class has been receiving attention in consumer markets, especially from luxury brand houses looking at emerging markets for growth. This study was designed to measure the impact of the self-concept, susceptibility to normative influence, propensity to seek status and the need for uniqueness on the propensity to engage in bandwagon consumption behaviour. An online survey of 184 respondents provided the data that was analysed using the PLS Structural Equation Modelling (SEM) technique. Findings noted that cultural and individual orientation dynamics play a pivotal part when examining the role of the self-concept in influencing bandwagon consumption behaviour through the susceptibility to normative influence trait. The results confirmed the presence of bandwagon consumption and found that the behaviour occurs in spite of the self-concept and the need for uniqueness.