3. • This journal reveals the consumer important role in the
consumption context
• Sometime, people purchase not because of their needs
but influence by their social needs such as for status and
wealth.
4. What inferences that will do
consumers make about
conspicuous sellers ?
THE
OBJECTIVE
IS TO
INVESTIGATE
ABOUT 3
QUESTION
What are the effects
consequences of these
inferences?
What are the factors that
will affect the moderate this
inferential process?
5. Two dimension of social
perception.
Warmth
Perceived warmth are
someone who are
being helpful or caring
Competence
Perceived competence
are someone who are
being intelligent,
skillful, or efficacious.
6. A conspicuous consumption
are the signal for wealth and
status.
Observers rate wealthy
people as more intelligent and
self-discipline compared to a
poor people.
Relatively poor people are
describe as warmer.
7. ATTRIBUTES ARE TYPICALLY
POSSESSED BY MEMBERS OF
THE SOCIAL GROUP AND THE
SOCIAL ROLE IN WHICH THE
GROUP MEMBERS IS PERCEIVED
CHARACTERISTICS THAT
ALLIGNED WITH THE SOCIAL
ROLE ARE MORE FAVORABLY
EVALAUTED AND VISE VERSA
THE CONSUMER INFERENCES
ARE FIT BETWEEN SUCH
CONSPICUOUSENESS AND ALSO
THE TARGET ROLES
8. CONSSPICUOUS SELLERS
IN COMMUNAL VERSUS
EXCHANGE RELATIONSHIP
In communal
relationships,
people expect
partners to have a
actual concern for
the other’s welfare
such as be kind
and responsive to
other but not to be
motivated by
reciprocation or
profit
maximization.
As a result,
The different is the
partners view
exchange
more on selfrelationship norm
interest, selfimplies
serving attitudes,
compensation and
and profit then
a request for a on
aligned with the
time payment for
exchange than the
a benefit
communal norm
9. Warmth
inferences
Compentence
inferences
• Consuming conspicuously to signal
wealth and status is similar to the pursuit
of goals of self-image and self promotion
• Professional women who engage in selfpromotion are rated less likable than
self-promoting men
• People low in warmth only while positive
behaviors are performed by people who
are both high and low in warmth
• The communal focus on caring about
others’ I needs a skill that should
receive less emphasis than warmth
when interpreting conspicuous
consumption cues.
• Two opposing inferences might cause to
be a neutral “net effect” on the seller’s
competence
10. H1a: The effect of
conspicuous
consumption on
inferred warmth is
more unfavorable
under the
communal norm
than under the
exchange norm.
Competen
ce
inferences
Warmth
inferences
11. • This research proposes that conspicuous cues, as a
function of the norm guiding the buyer–seller
relationship, drive distinct consumer inferences about
the seller’s warmth and competence, which in turn
influence attitudes and behavioral intentions.
• Four studies test our hypotheses:
STUDY 2
STUDY 1
Provides an initial
demonstration of the
phenomenon of interest
examines whether a
seller’s mere wealth
triggers inferences
similar to those
triggered by
conspicuousness
STUDY 3
Manipulates
conspicuousness and
relationship norms
through a video
interview
STUDY4
Builds on the persuasion
knowledge model
13. •
Experiment was a 2x2 between subject design.
(norm:communal/exchange)x(consumption:
nonconspicuous/conspicuous).
Participants:91 undergraduates students in U.S.
Were asked about how they split the bills after
reading about a student whose relationship
reflected either communal or exchange norm.
Then they imagined about given situation(read
journal)
After that, they read magazine article which
consumption has been manipulated.
They indicated their behavioral intention toward
the lawyer & rated his warmth and competence.
14. Manipulation
checks:
More participants
indicated in exchange
norm rather than
communal.
Rated lawyer’s
lifestyle as more
expensive and
luxurious in
conspicuous than in
nonconpicuous.
Behavioral
Intentions:
B.I toward seller
decreased with
conspicuousness
in a communal
relationship &
increased in an
exchange
relationship.
16. Bootstrapping Analysis
showed warmth &
competence mediated
effects of the two way
interaction on behavioral
intention.
Independence
variable:consumption,
Moderator:norm,
Mediator:warmth&competen
ce, Dependent
variable:behavioral
intentions
Zero for warmth under
communal norm & for
competence under
exchange norm.
17. Examines wealth if it triggers
similar inferences like in study 1
which is consumer response to
conspicuous seller depends on
relationship norm.
Under communal norm,
wealthy sellers lack of warmth.
Under exchange norm,
wealthy sellers are competent.
18. Experiment was 2
groups (wealth,omit
wealth)
In omit wealth:
Information not
stated.
In wealth
condition:$200,000
annual salary
All info constant
except wealth
manipulation.
Participants were
169 undergraduate
students in U.S.
Completed
questionnaire that
included a
measure of
communal &
exchange
orientation.
Similar like study
1,they read a
magazine
describing a lawyer.
19. • :
1. .
Manipulation
checks:
Wealth rating
higher when
wealth was cued.
Interaction
between
relationship norm
with wealth are
not significant.
Lifestyle rating
was higher when
wealth was cued.
Behavioral
intentions
Wealth cues
increased
behavioral
intentions of
exchangeoriented
consumers but
not of
communaloriented
consumers
20. • :
Remain unaffected by
wealth in communal
oriented.
In exchange oriented,
competence increased
with wealth.
Warmth &
Competence
Warmth increased when
wealth was cued in
exchange oriented.
Warmth decreased
when wealth was cued
in communal oriented.
21. Bootstrapping Analysis showed warmth &
competence mediated the effects of interaction
between relationship orientation and wealth on
behavioral intentions.
Zero warmth under communal norm.
Zero competence under exchange norm.
Wealth produce similar inferences to
conspicuousness.
Conspicuous seller, who strive to signal wealth
succeed to the extent that they trigger inferences
that are similar like consumers think.
22.
23. Video
Interview
Design and
Participants
Results
• OBJECTIVE
• to provide more externally valid
manipulations of norms &
conspicuousness.
• Sixty-one undergraduate students at a
midwestern university participated in
exchange for course credit
• Manipulation checks
• Lifestyle ratings were higher in the
conspicuous than the nonconspicuous
conditions other effects were
nonsignificant.
24. Behavioral
intentions
Warmth and
competence
Mediation
analysis
• decreased with
conspicuous
consumption under
the communal
norm but increased
with conspicuous
consumption under
the exchange norm
• Warmth declined
with conspicuous
consumption under
the communal
norm but did not
differ under the
exchange norm.
• Warmth and
competence
mediated the
effects of the
interaction between
norm and
consumption on
behavioral
intentions.
25.
26. •
This competence focused logic likely overlooks the
potential for detrimental effects related to warmth.
Design &
Participants
Results
• Participants were 155 undergraduate
students who took part in the study in
exchange for course credit.
• Retest
• A separate sample of participants was
randomly assigned to the persuasion
knowledge condition or neutral condition.
27. Manipulation
Checks
Attitude
toward the
seller
• Participants rated the lawyer’s lifestyle
higher in the conspicuous than the
nonconspicuous conditions the other
effects were nonsignificant
• the seller decreased with
conspicuousness under the communal
norm and marginally increased with
conspicuousness under the exchange
norm.
28. Mediation
analysis
• We ran a moderated mediation
analysis in which the independent
variable was consumption, the
moderators were relationship norm
and persuasion knowledge, the
mediators were warmth and
competence, and the dependent
variable was attitude
Study 4
Provides evidence that persuasion knowledge
affects the pattern of warmth and competence
inferences and, in turn, consumer attitudes
toward a conspicuous seller.
29. GENERAL DISCUSSION
• This research draws on role congruity theory and
demonstrates that consumer inferences about
conspicuous sellers.
• Conspicuous consumption by sellers increase behavioral
intention under exchange norms and decrease
behavioral intention under communal norms.
32. • In this study, researcher use
both competence and warm in
terms of a mediating role but
their relatives is importance
varies to buyer-seller guides.
• Deighton 2007 said that the
two dimension of social
perception and the relevance
in consumer’s commercial
relationship.
• Conspicuousness has
unfavorable effect on inferred
competence under exchange
norms dissapear when seller’s
conspicuousness is perceived
as deliberate persuassion
effort.
Social perception
and relationships
norms
Decoding
conspicous
consumption
33. Conspicuous consumption and wealth
• Consumer attribute a seller wealth to his or her individual effort and
ability
• Conspicuous sellers trigger an inference of competence only if their
professionally earned
Conspicuous consumption and money
• Money as tool to achieve social status but phenomena of human
desires to btain money per se and things money can buy are
“logically distinct and need t be investigated separately ( Lea and
Webley 2006, p.162 )
Conspicuous consumption, status, and power
• Power is defined as the control of access to value resources
• Sivanathan and Pettit 2010 defined social status as linked to
various intra-and interpersonal benefits which explains why people
strive to attain higher status.
34. FUTHER RESEARCH
1. With emerging interest in the psychology of money, in
future study could also investigate whether exposure to
conspicuousness differ from exposure to money
2. Further research might examine whether motive
knowledge alter how consumers decode monetary and
conspicuous display by others.
3. In conspicuous consumption, status and power, the
further study might investigate how a seller’s
conspicuous consumption alter power within the
relationship represent a worthwhile.
35. MANAGERIAL RELEVANCE & IMPLICATIONS
• Interpersonal buyer-seller interactions are most important.
• Appearance of both the seller and setting is the contextual
aspects of buyer-seller interactions.
• For example : UBS bank has develop 43-page dress code in
order to impress customers and encourages employees.
• Sellers should make an observation towards the target’s
professional space about their behavior.
• Sellers should directly interact with the customers and ask
them whether these norms are deliberately invoked by
marketing communications or spontaneously invoked by
particular seller professions.
36. RELATED TO MARKETING
1. We can implemented the case study on the service
industry which is close to people and also use to
marketing strategy which give the benefit to public
relationship especially for salesmanship.
2. As a seller and marketer, we must know the target
market and segmentation including their age, income,
education, lifestyle and so on. So, we can fulfill the
warmth and competence to customer
3. Building customer trust with providing customer with
value.
