Antecedents of status consumption among women and the roles of hedonism and cultural value orientation

People crave for status and status recognition. This status struggle plagues today’s consumer societies. The fetish with status-seeking which manifests into consumption of status goods has emerged among women who have experienced increased economic and social influence. While previous studies have p...

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Main Author:	Teo, Boon Chui
Format:	Thesis
Language:	English
Published:	2011
Subjects:	Hedonism Women - Social conditions Social status
Online Access:	http://psasir.upm.edu.my/id/eprint/31414/1/GSM%202011%206R.pdf
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id	my-upm-ir.31414
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spelling	my-upm-ir.314142014-05-19T00:57:50Z Antecedents of status consumption among women and the roles of hedonism and cultural value orientation 2011-12 Teo, Boon Chui People crave for status and status recognition. This status struggle plagues today’s consumer societies. The fetish with status-seeking which manifests into consumption of status goods has emerged among women who have experienced increased economic and social influence. While previous studies have presented different factors influencing status consumption, few studies have delved into individual traits such as consumer vanity and attitudes toward money as antecedents on status desires. Marketing research has largely ignored female consumers’ capacity for hedonic orientation associated with status purchase motivations. The current study investigates the phenomenon of status consumption behavior among Malaysian women. Specifically, vanity, money attitude and non-functional product benefits are investigated as antecedents of status consumption. The mediating effects of individual hedonic orientation and moderating role of cultural values of individualism-collectivism are also examined. Methodology utilized mixed methods research approach. Women form the unit of analysis. Three phases of field studies were conducted. Phase 1, a preliminary study using survey approach on 80 respondents identified status-signaling products. In Phase 2, focus group discussions probed hedonic and symbolic product benefits and characteristic of individual hedonic orientation among women. Using quota sampling, Phase 3 involved a survey on a sample of 500 female respondents. Using Structural Equation Modeling, path relationships between three latent antecedent factors and dependent variable, one mediator variable and two moderators were evaluated. Findings suggest the prevalence of status consumption among Malaysian women. Findings indicate women exhibited power, quality and achievement attitude towards money and were associated with status consumption. Attitude towards non-functional product benefits in the form of imaginal, voyeuristic and symbolic benefits stimulated status consumption. Contrary to popular beliefs, vanity did not relate to status consumption among Malaysian women. Individual hedonic orientation mediated the relationships between attitude towards money and nonfunctional product benefits with status consumption. Consumer vanity had no direct effects with status consumption via individual hedonic orientation. Moderating results revealed collectivists were stronger than individualists in influencing interrelationships. Findings offered theoretical implication that status model is still relevant today. Managerial implications followed by limitations and future research directions were addressed. Hedonism Women - Social conditions Social status 2011-12 Thesis http://psasir.upm.edu.my/id/eprint/31414/ http://psasir.upm.edu.my/id/eprint/31414/1/GSM%202011%206R.pdf application/pdf en public phd doctoral Universiti Putra Malaysia Hedonism Women - Social conditions Social status Graduate School of Management
institution	Universiti Putra Malaysia
collection	PSAS Institutional Repository
language	English
topic	Hedonism Women - Social conditions Social status
spellingShingle	Hedonism Women - Social conditions Social status Teo, Boon Chui Antecedents of status consumption among women and the roles of hedonism and cultural value orientation
description	People crave for status and status recognition. This status struggle plagues today’s consumer societies. The fetish with status-seeking which manifests into consumption of status goods has emerged among women who have experienced increased economic and social influence. While previous studies have presented different factors influencing status consumption, few studies have delved into individual traits such as consumer vanity and attitudes toward money as antecedents on status desires. Marketing research has largely ignored female consumers’ capacity for hedonic orientation associated with status purchase motivations. The current study investigates the phenomenon of status consumption behavior among Malaysian women. Specifically, vanity, money attitude and non-functional product benefits are investigated as antecedents of status consumption. The mediating effects of individual hedonic orientation and moderating role of cultural values of individualism-collectivism are also examined. Methodology utilized mixed methods research approach. Women form the unit of analysis. Three phases of field studies were conducted. Phase 1, a preliminary study using survey approach on 80 respondents identified status-signaling products. In Phase 2, focus group discussions probed hedonic and symbolic product benefits and characteristic of individual hedonic orientation among women. Using quota sampling, Phase 3 involved a survey on a sample of 500 female respondents. Using Structural Equation Modeling, path relationships between three latent antecedent factors and dependent variable, one mediator variable and two moderators were evaluated. Findings suggest the prevalence of status consumption among Malaysian women. Findings indicate women exhibited power, quality and achievement attitude towards money and were associated with status consumption. Attitude towards non-functional product benefits in the form of imaginal, voyeuristic and symbolic benefits stimulated status consumption. Contrary to popular beliefs, vanity did not relate to status consumption among Malaysian women. Individual hedonic orientation mediated the relationships between attitude towards money and nonfunctional product benefits with status consumption. Consumer vanity had no direct effects with status consumption via individual hedonic orientation. Moderating results revealed collectivists were stronger than individualists in influencing interrelationships. Findings offered theoretical implication that status model is still relevant today. Managerial implications followed by limitations and future research directions were addressed.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Teo, Boon Chui
author_facet	Teo, Boon Chui
author_sort	Teo, Boon Chui
title	Antecedents of status consumption among women and the roles of hedonism and cultural value orientation
title_short	Antecedents of status consumption among women and the roles of hedonism and cultural value orientation
title_full	Antecedents of status consumption among women and the roles of hedonism and cultural value orientation
title_fullStr	Antecedents of status consumption among women and the roles of hedonism and cultural value orientation
title_full_unstemmed	Antecedents of status consumption among women and the roles of hedonism and cultural value orientation
title_sort	antecedents of status consumption among women and the roles of hedonism and cultural value orientation
granting_institution	Universiti Putra Malaysia
granting_department	Graduate School of Management
publishDate	2011
url	http://psasir.upm.edu.my/id/eprint/31414/1/GSM%202011%206R.pdf
_version_	1747811612018868224

Antecedents of status consumption among women and the roles of hedonism and cultural value orientation

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