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The link between self-uncertainty and conspicuous consumption: Tolerance of uncertainty as a moderator

Frontiers in Psychology, ISSN: 1664-1078, Vol: 13, Page: 1066938
2023
  • 2
    Citations
  • 0
    Usage
  • 13
    Captures
  • 1
    Mentions
  • 0
    Social Media
Metric Options:   Counts1 Year3 Year

Metrics Details

  • Citations
    2
  • Captures
    13
  • Mentions
    1
    • News Mentions
      1
      • 1

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Qufu Normal University Researchers Describe Advances in Psychology (The link between self-uncertainty and conspicuous consumption: Tolerance of uncertainty as a moderator)

2023 JAN 20 (NewsRx) -- By a News Reporter-Staff News Editor at Psychology & Psychiatry Daily -- Data detailed on psychology have been presented. According

Article Description

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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