Paying for status : mediating the effects of materialism on brand preference in Thai University undergraduate students

Abstract

This study investigated the potential predictive effects materialism has on consumers' preference for branded luxury goods, mediated by the mechanism of one's likelihood of conspicuous consumption. All participants (voluntary) were Thai nationalities, with the exception of two non-Thai participants who were fluent in the language. The results revealed a significant positive predictive effect between materialism and preference for brandedproducts, and that of between conspicuous consumptions and materialism; the mediation was therefore found of having a significant positive predictive effect. It also revealed the significant positive effect between conspicuous consumption and allowance.Theseresultssuggeststhatone's materialistic tendency predicts brand preference and that conspicuous consumption is linked to wealth.