The pursuit of splendour: a recipe of psychological motivations driving conspicuous luxury consumption

PurposeThe purpose of the present study is to examine and validate a research model encompassing power distance belief, need for uniqueness, self-monitoring, self-construal, social adjustive attitude, and value-expressive attitude as the causal antecedents for conspicuous luxury consumption.Design/methodology/approachSurvey data was collected from a large consumer panel. The study applied a combinatory partial least squares structural equation modelling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA) approach in examining the research hypotheses and proposition.FindingsThe results indicated the effects of power distance belief, need for uniqueness, self-monitoring, and self-construal on social adjustive attitude and value-expressive attitude, which in turn determine conspicuous luxury consumption. In addition, the fsQCA findings revealed three configurations that articulate the complex interactions of the causal antecedents.Originality/valueThis study enriches the literature by providing a comprehensive understanding of the psychological motivation factors that drive conspicuous luxury consumption and assists luxury retailers in developing targeted strategies to appeal to consumers.