AN EXPERIMENTAL STUDY ON DIFFERENT GENDERS’ CONSPICUOUS CONSUMPTION MOTIVES

This study adopts a social motive point of view in analyzing the conspicuous luxury goods purchase motives. Using luxury goods as a signaling mechanism deemed as a popular way of showing off to the opposite sex among younger generations. However this behavior is expected to differ among sexes in lin...

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Autores principales:	Gökhan AYDIN, Bilge KARAMEHMET
Formato:	article
Lenguaje:	DE EN FR TR
Publicado:	Fırat University 2019
Materias:	conspicuous consumption luxury consumption costly signaling experimental study Social Sciences H Social sciences (General) H1-99
Acceso en línea:	https://doaj.org/article/cd4e7b653f774e07be92e212878aeb65
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spelling	oai:doaj.org-article:cd4e7b653f774e07be92e212878aeb652021-11-24T09:20:54ZAN EXPERIMENTAL STUDY ON DIFFERENT GENDERS’ CONSPICUOUS CONSUMPTION MOTIVES2148-416310.9761/JASSS2985https://doaj.org/article/cd4e7b653f774e07be92e212878aeb652019-08-01T00:00:00Zhttps://jasstudies.com/index.jsp?mod=tammetin&makaleadi=1778081454_11-Yrd.%20Do%C3%A7.%20Dr.%20G%C3%B6khan%20AYDIN.pdf&key=27535https://doaj.org/toc/2148-4163This study adopts a social motive point of view in analyzing the conspicuous luxury goods purchase motives. Using luxury goods as a signaling mechanism deemed as a popular way of showing off to the opposite sex among younger generations. However this behavior is expected to differ among sexes in line with related theories and applied research in this field. This study aims to test this potential difference in conspicuous goods purchase intention among sexes using a 2x2 experimental design. The experiment incorporates male / female and experiment / control groups, which differ on the mind-set that the subjects are put into. A total of 215 subjects that belong to Y-generation were included in the study and mating motives were induced to the experiment group. It has been seen that the conspicuous consumption intention differs between males and females when they are in a mating mind-set. Conversely, no differences were observed between males and females in a normal mind-set. Encouraging a mating mind-set in men increased their consumption intention on conspicuous luxury goods, which leads us to the conclusion that men prefer conspicuous consumption as a signaling tool when they are in a mating mind-set.Gökhan AYDINBilge KARAMEHMETFırat Universityarticleconspicuous consumptionluxury consumptioncostly signalingexperimental studySocial SciencesHSocial sciences (General)H1-99DEENFRTRJournal of Academic Social Science Studies , Vol 8, Iss 37, Pp 159-172 (2019)
institution	DOAJ
collection	DOAJ
language	DE EN FR TR
topic	conspicuous consumption luxury consumption costly signaling experimental study Social Sciences H Social sciences (General) H1-99
spellingShingle	conspicuous consumption luxury consumption costly signaling experimental study Social Sciences H Social sciences (General) H1-99 Gökhan AYDIN Bilge KARAMEHMET AN EXPERIMENTAL STUDY ON DIFFERENT GENDERS’ CONSPICUOUS CONSUMPTION MOTIVES
description	This study adopts a social motive point of view in analyzing the conspicuous luxury goods purchase motives. Using luxury goods as a signaling mechanism deemed as a popular way of showing off to the opposite sex among younger generations. However this behavior is expected to differ among sexes in line with related theories and applied research in this field. This study aims to test this potential difference in conspicuous goods purchase intention among sexes using a 2x2 experimental design. The experiment incorporates male / female and experiment / control groups, which differ on the mind-set that the subjects are put into. A total of 215 subjects that belong to Y-generation were included in the study and mating motives were induced to the experiment group. It has been seen that the conspicuous consumption intention differs between males and females when they are in a mating mind-set. Conversely, no differences were observed between males and females in a normal mind-set. Encouraging a mating mind-set in men increased their consumption intention on conspicuous luxury goods, which leads us to the conclusion that men prefer conspicuous consumption as a signaling tool when they are in a mating mind-set.
format	article
author	Gökhan AYDIN Bilge KARAMEHMET
author_facet	Gökhan AYDIN Bilge KARAMEHMET
author_sort	Gökhan AYDIN
title	AN EXPERIMENTAL STUDY ON DIFFERENT GENDERS’ CONSPICUOUS CONSUMPTION MOTIVES
title_short	AN EXPERIMENTAL STUDY ON DIFFERENT GENDERS’ CONSPICUOUS CONSUMPTION MOTIVES
title_full	AN EXPERIMENTAL STUDY ON DIFFERENT GENDERS’ CONSPICUOUS CONSUMPTION MOTIVES
title_fullStr	AN EXPERIMENTAL STUDY ON DIFFERENT GENDERS’ CONSPICUOUS CONSUMPTION MOTIVES
title_full_unstemmed	AN EXPERIMENTAL STUDY ON DIFFERENT GENDERS’ CONSPICUOUS CONSUMPTION MOTIVES
title_sort	experimental study on different genders’ conspicuous consumption motives
publisher	Fırat University
publishDate	2019
url	https://doaj.org/article/cd4e7b653f774e07be92e212878aeb65
work_keys_str_mv	AT gokhanaydin anexperimentalstudyondifferentgendersconspicuousconsumptionmotives AT bilgekaramehmet anexperimentalstudyondifferentgendersconspicuousconsumptionmotives AT gokhanaydin experimentalstudyondifferentgendersconspicuousconsumptionmotives AT bilgekaramehmet experimentalstudyondifferentgendersconspicuousconsumptionmotives
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AN EXPERIMENTAL STUDY ON DIFFERENT GENDERS’ CONSPICUOUS CONSUMPTION MOTIVES

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