The Effect Of Envy On Conspicuous Consumption:The Mediated Role Of Self-enhancement Motivation

Envy is very common in life.But,will it influence consumption behavior?Based on compensation theory,four experiments were carried out to explore the effect of envy on conspicuous consumption,as well as to examine the mediating effect of self-enhancement motivation on this effect.Furthermore,this research was designed to examine the moderating effects of self-esteem,type of product(experiential/material product),consumption situation(public/individual)on the relationships between envy and conspicuous consumption.This research got these results:(1)Envy promoted individuals'conspicuous consumption tendency.(2)The self-enhancement motivation mediated the effect of envy on conspicuous consumption tendency.Envy promoted individuals' self-enhancement motivation,such that they wanted to buy conspicuous products to compensate themselves.(3)Individuals' self-esteem moderated the effect of envy on self-enhancement motivation.When high self-esteem consumers felt envy,their self-enhancement motivation became much stronger,so that their willingness to buy conspicuous products was greater.As for low self-esteem consumers,this effect disappeared(4)Type of product moderated the effect of self-enhancement motivation on conspicuous consumption tendency.When envy individuals's self-enhancement motivation was increased significantly,their desire to buy experiential products increased,but their was little change in willingness to buy material product.(5)The consumption situation moderated the effect of envy on self-enhancement motivation.Envy consumers' self-enhancement motivation was stronger in public,such that they wanted to have conspicuous products.But when consumers were alone,envy didn't increase their self-enhancement motivation significantly.The present research enriches the study of envy in the field of consumer psychology and compensation theory,which also explores the effect of self-esteem and consumption situation.And these results help to understand the difference between material and experiential product.What's more,this research can provide some advice for companies to promote consumers' purchase intention.