The link between self-uncertainty and conspicuous consumption: Tolerance of uncertainty as a moderator
This study, based on self-affirmation theory, aims to investigate the impact of self-uncertainty on individual consumption behavior. Self-uncertainty was categorized into moral, cognitive, and interpersonal self-uncertainty, and different types of self-uncertainty were manipulated through four exper...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2023-01-01
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| Series: | Frontiers in Psychology |
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| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.1066938/full |
| _version_ | 1797956831452069888 |
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| author | Xiaoming Wang Hongjin Zhu Qinying Zhao Chaoqi Song Xiuxin Wang |
| author_facet | Xiaoming Wang Hongjin Zhu Qinying Zhao Chaoqi Song Xiuxin Wang |
| author_sort | Xiaoming Wang |
| collection | DOAJ |
| description | This study, based on self-affirmation theory, aims to investigate the impact of self-uncertainty on individual consumption behavior. Self-uncertainty was categorized into moral, cognitive, and interpersonal self-uncertainty, and different types of self-uncertainty were manipulated through four experiments, including a moral dilemma, a recall paradigm, and a picture quiz task written by E-Prime software to examine the effects of different types of self-uncertainty on conspicuous consumption and their possible boundary conditions. Our results show that moral, cognitive, and interpersonal self-uncertainty contribute to a stronger tendency to engage in conspicuous consumption. Our results also suggest that tolerance of uncertainty moderates the effect of self-uncertainty on conspicuous consumption, meaning that subjects with a high tolerance of uncertainty are less inclined to engage in conspicuous consumption than those with a low tolerance of uncertainty, even if they have high self-uncertainty. This study may provide an explanation for conspicuous consumption behavior, further validating the theory of compensatory consumption. Additionally, the results from this study also provide a reference for understanding people’s decision-making behavior in an uncertain social context and can provide new guidance to control irrational consumption behavior. |
| first_indexed | 2024-04-10T23:54:56Z |
| format | Article |
| id | doaj.art-cab62d9e165d4fbfb077c1a5c68ba5c5 |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-04-10T23:54:56Z |
| publishDate | 2023-01-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-cab62d9e165d4fbfb077c1a5c68ba5c52023-01-10T14:19:57ZengFrontiers Media S.A.Frontiers in Psychology1664-10782023-01-011310.3389/fpsyg.2022.10669381066938The link between self-uncertainty and conspicuous consumption: Tolerance of uncertainty as a moderatorXiaoming Wang0Hongjin Zhu1Qinying Zhao2Chaoqi Song3Xiuxin Wang4School of Psychology, Qufu Normal University, Qufu, ChinaSchool of Psychology, Qufu Normal University, Qufu, ChinaStudent Affairs Office, College Students Mental Health Education Center, Anyang Preschool Education College, Anyang, ChinaSchool of Psychology, Qufu Normal University, Qufu, ChinaSchool of Psychology, Qufu Normal University, Qufu, ChinaThis study, based on self-affirmation theory, aims to investigate the impact of self-uncertainty on individual consumption behavior. Self-uncertainty was categorized into moral, cognitive, and interpersonal self-uncertainty, and different types of self-uncertainty were manipulated through four experiments, including a moral dilemma, a recall paradigm, and a picture quiz task written by E-Prime software to examine the effects of different types of self-uncertainty on conspicuous consumption and their possible boundary conditions. Our results show that moral, cognitive, and interpersonal self-uncertainty contribute to a stronger tendency to engage in conspicuous consumption. Our results also suggest that tolerance of uncertainty moderates the effect of self-uncertainty on conspicuous consumption, meaning that subjects with a high tolerance of uncertainty are less inclined to engage in conspicuous consumption than those with a low tolerance of uncertainty, even if they have high self-uncertainty. This study may provide an explanation for conspicuous consumption behavior, further validating the theory of compensatory consumption. Additionally, the results from this study also provide a reference for understanding people’s decision-making behavior in an uncertain social context and can provide new guidance to control irrational consumption behavior.https://www.frontiersin.org/articles/10.3389/fpsyg.2022.1066938/fullself-uncertaintyconspicuous consumptiontolerance of uncertaintyuncertain contextcompensatory consumption |
| spellingShingle | Xiaoming Wang Hongjin Zhu Qinying Zhao Chaoqi Song Xiuxin Wang The link between self-uncertainty and conspicuous consumption: Tolerance of uncertainty as a moderator Frontiers in Psychology self-uncertainty conspicuous consumption tolerance of uncertainty uncertain context compensatory consumption |
| title | The link between self-uncertainty and conspicuous consumption: Tolerance of uncertainty as a moderator |
| title_full | The link between self-uncertainty and conspicuous consumption: Tolerance of uncertainty as a moderator |
| title_fullStr | The link between self-uncertainty and conspicuous consumption: Tolerance of uncertainty as a moderator |
| title_full_unstemmed | The link between self-uncertainty and conspicuous consumption: Tolerance of uncertainty as a moderator |
| title_short | The link between self-uncertainty and conspicuous consumption: Tolerance of uncertainty as a moderator |
| title_sort | link between self uncertainty and conspicuous consumption tolerance of uncertainty as a moderator |
| topic | self-uncertainty conspicuous consumption tolerance of uncertainty uncertain context compensatory consumption |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.1066938/full |
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