Wang X, Zhu H, Zhao Q, Song C, Wang X. The link between self-uncertainty and conspicuous consumption: Tolerance of uncertainty as a moderator.
Front Psychol 2023;
13:1066938. [PMID:
36698556 PMCID:
PMC9869260 DOI:
10.3389/fpsyg.2022.1066938]
[Citation(s) in RCA: 1] [Impact Index Per Article: 0.5] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 10/11/2022] [Accepted: 12/20/2022] [Indexed: 01/12/2023] Open
Abstract
This study, based on self-affirmation theory, aims to investigate the impact of self-uncertainty on individual consumption behavior. Self-uncertainty was categorized into moral, cognitive, and interpersonal self-uncertainty, and different types of self-uncertainty were manipulated through four experiments, including a moral dilemma, a recall paradigm, and a picture quiz task written by E-Prime software to examine the effects of different types of self-uncertainty on conspicuous consumption and their possible boundary conditions. Our results show that moral, cognitive, and interpersonal self-uncertainty contribute to a stronger tendency to engage in conspicuous consumption. Our results also suggest that tolerance of uncertainty moderates the effect of self-uncertainty on conspicuous consumption, meaning that subjects with a high tolerance of uncertainty are less inclined to engage in conspicuous consumption than those with a low tolerance of uncertainty, even if they have high self-uncertainty. This study may provide an explanation for conspicuous consumption behavior, further validating the theory of compensatory consumption. Additionally, the results from this study also provide a reference for understanding people's decision-making behavior in an uncertain social context and can provide new guidance to control irrational consumption behavior.
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