Socioeconomic status moderates the relationship between self-esteem and attitudes towards conspicuous consumption: An electrophysiological study

Research on the impact of self-esteem on conspicuous consumption has shown inconsistent results. This study addresses this variability by examining how socioeconomic status (SES) moderates the relationship between self-esteem and conspicuous consumption. We hypothesized that the relationship varies with SES, predicting a positive relationship at high SES levels and a negative relationship at low SES levels. Our findings confirm this hypothesis. Using a Go/NoGo association task (GNAT) combined with event-related potentials (ERP), we investigated the cognitive processing speeds for congruent and incongruent pairings. This method provided insights into the implicit attitudes towards conspicuous products and revealed the complex dynamics between self-esteem and SES in influencing consumer behavior tendencies. This research advances our understanding of the interactions between self-esteem and SES in conspicuous consumption from an implicit cognitive perspective. It also offers significant practical implications, guiding the development of consumer marketing strategies that can be tailored to different socioeconomic contexts.