The Influence Of Subjective Socioeconomic Status On Conspicuous Consumption:Perceived Social Mobility As A Moderator

Socioeconomic status could be divided into objective socioeconomic status and subjective socioeconomic status.Many researchers are paying more and more attention to subjective status and stressing its profound influence on individuals.Previous studies have suggested that subjective socioeconomic status negatively predict the tendency of conspicuous consumption and discussed the mechanism behind.But most discussions have focused on the consumers themselves,like self-esteem and self-identification.They tend to believe that conspicuous consumption can compensate for the perceived self-threat.However,can external channels and tools be used to help low-status people establish rational consumption mindset and reduce conspicuous consumption? The reports of mass media on social mobility would affect individuals' perception of social mobility.Only when low-status people believe that social status is alterable and can be changed through their effort,will they focus on planning their future,and resist the short-term temptation for long-term goals.Thus,they may reduce conspicuous consumption.Therefore,this study focuses on perceived social mobility,the important moderator in the research of socioeconomic status and conspicuous consumption,and explore future orientation as mediator.Finally,the research aims to build a mediated moderation model.In study 1,242 participants were surveyed by questionnaires which focus on subjective socioeconomic status,objective socioeconomic status and the tendency of conspicuous consumption.The results show that subjective socioeconomic status has a significant negative predictive effect but objective socioeconomic status has a positive predictive effect on conspicuous consumption.In study 2,242 participants were recruited to conduct the experiment,which was designed between subjects.Social mobility and tendency of conspicuous consumption were measured under circumstance of subjective socioeconomic status manipulation.Results reveal that subjective socioeconomic status has a significant negative effect on conspicuous consumption.People with lower subjective socioeconomic status are keen to consume conspicuously while social mobility plays a role as moderator.Subjective socioeconomic status has a significant negative influence on conspicuous consumption only when people perceive low social mobility.In study 3,128 participants took part in the experiment.The design was a 2(low subjective socioeconomic status/control group)× 2(social mobility: high,low)between-participants design.Future orientation and conspicuous consumption were measured.The previous results were reiterated that subjective socioeconomic status has a significant negative effect on conspicuous consumption while perceived social mobility plays a role as moderator.Moreover,CFC-Immediate acts as mediator in the interaction,which means a mediated moderation model was proved.This study used different methods to jointly verify the negative impact of subjective socioeconomic status on conspicuous consumption,and uses different methods to verify the moderated effect of perceived social mobility as well.Moreover,CFCImmediate acts as mediator in the interaction between subjective socioeconomic status and perceived social mobility.The results of the study well verify the hypothesis of the study,providing a new perspective for reducing conspicuous consumption of disadvantaged individuals from the outside and explore the possible psychological mechanism,which has certain theoretical and practical significance.