Consumer Xenocentrism and Well-Being: Conspicuous Consumption Orientation, Brand Addiction, and Self-Esteem
研究了消费者崇外主义如何通过炫耀性消费倾向和品牌成瘾间接提升自尊，但直接降低自尊，对理解崇外行为对幸福感的影响有理论贡献。
Focusing on the implications of xenocentric behavior for consumer well-being, the authors investigate the link between consumer xenocentrism (C-XEN) and consumers’ self-esteem, using conspicuous consumption orientation and brand addiction as mediating variables. To this end, drawing on system justification, self-concept, and reference group theories, they develop a competitive mediation model and test it on samples of Italian (N = 456) and Peruvian (N = 203) consumers. The results reveal that while the direct effect of C-XEN on self-esteem is negative, C-XEN is also positively related to self-esteem through indirect effects, with conspicuous consumption orientation and brand addiction mediating this relationship. These findings add to our theoretical understanding of the C-XEN construct and its impact on consumer well-being, and have important practical implications for both foreign and domestic producers.