"We" Like 'LV',but "I" Don't,the Impact Of Self-construal On The Attitude Of The Conspicuous Consumption

Drawing from signaling theory,we predicted that conspicuous consumption enhances status and produces benefits in social interactions.That's why people are so keen conspicuous consumption to show their wealth and status so that they can gain more respect from others.Social interaction is the process of two-way interaction between the signal receiver and the signal issuer.However,little empirical consumer research has focused on the decoding of conspicuous symbolism.The distinction between relatively independent versus interdependent self-construals has been strongly associated with several important cultural differences in social behavior.The current study examined the causal role of self-construal by investigating whether the independent or interdependent self-construals within a culture could result in differences in the social interaction by conspicuous consumption.In this study,experimental method was used,various types of interference were tightly controlled.On the basis of previous studies,we designed two experiments to confirm the impact of the signal receivers' self-construsals on the social interaction by the signal issuers through conspicuous consumption.Study 1 investigated the characteristic self-construsals through the SCS.Study 2 investigated the situational self-construsals by priming participants independent or interdependent self-construals.Research results show that we Chinese are tend to be affected by the interdependent self-construals.