The Relationship Between Social Class And Conspicuous Consumption Of Luxury

In this study,from the perspective of social class,we explore the different tendencies to conspicuous consumption for consumers of different social classes in luxury domain.We also explore the change of consumers' tendencies to conspicuous consumption when their self-brand associations change.This article includes tow part.We took 200 people to scenario simulation experiments targeting social class high and middle.Study One shows that: 1.Consumers in higher class have lower tendency to conspicuous consumption contrasting with the lower class.2.Consumers in higher self-brand association for luxury brands have lower tendencies to conspicuous consumption contrasting with consumers in lower self-brand association.3.Consumers in higher class have stronger self-brand association for luxury brands and have weaker tendency to conspicuous consumption for luxury goods.However,when their self-brand associations are weakened,their tendencies to conspicuous consumption will strengthen.Consumers in lower class have weaker self-brand association for luxury brands and have stronger tendency to conspicuous consumption for luxury goods.However,when their self-brand associations are strengthened,their tendencies to conspicuous consumption will weaken.This study plays a guiding role in improving luxury brand marketing strategies.The results will help luxury brand companies optimize customer structure through changing consumers' self-brand association.