... Maximizers evaluated price-discounted products more negatively because of lower product quality inferences and reduced downward social comparisons. The effect was attenuated by deep discounts and free gift offers. Research limitations/implications Three studies used hypothetical scenarios and online...

... the distinct roles of self-conscious emotions (shame and pride) and weight-transformational posts shared by others on social media as moderators of these relationships. Design/methodology/approach The conceptual model uses the goal-directed behavior theory and social comparison theory, tested using data...

... the primary means of data collection from a sample of young college students (N = 900). Moderated hierarchical regression was used to test the hypotheses. Findings COE is positively associated with anxiety and excessive spending and negatively associated with self-esteem. Social comparison...

...Xiaoying Zheng; Ernest Baskin; Siqing Peng Purpose This paper aims to examine whether social comparison in a prior, nonconsumption circumstance (e.g. in an academic setting) affects consumers’ materialism and subsequent spending propensity, and explores the incidental feeling of envy...