Has Luxury Consumption Something to do with Fear and Love?

Abstract

Evolutionary approach generally views conspicuous consumption as homogenous. However, conspicuous consumption incorporates two distinct typologies (i.e., bandwagon and snob). The primary aim of this study is to examine the role of emotions (i.e., fear versus romantic desire) on the type of conspicuous consumption behavior (i.e., bandwagon versus snob). Moderating role of personality traits such as need for belongingness and need-for-uniqueness have been included in the research model within the context of personality-situation interaction. Drawing upon modern evolutionary approach literature, persuasiveness and behavioral intentions depend on both the mind-set promoted by specific emotions and the specific psychological mechanism being activated by relevant overlapping fitness-enhancing cues that strengthen the goal-oriented behavior -i.e., protecting oneself or motivation to attract a mate-. Based on this approach, present study emphasizes the positive effect of fear on bandwagon luxury and negative effect on snob luxury versus the positive effect of romantic desire on snob luxury and negative effect on bandwagon luxury consumption. In order to test these evolutionary-driven hypotheses, an experimental study design has been recommended. The study also highlights the prominence of modern evolutionary approach within the consumer behavior realm and its potential conceptual and theoretical contribution capacity by its interdisciplinary and rich epistemological nature.