Social exclusion and conspicuous consumption: The moderating effect of power state

• Shichang Liang

  Sun Yat-sen University and Huazhong University of Science and Technology

• Yaping Chang

  Huazhong University of Science and Technology

• Jinshan Wang

  Guangxi University of Science and Technology

Drawing on the compensation motivation of consumption, and the power, approach, and inhibition theory, we proposed that power state would moderate the effect of social exclusion on conspicuous consumption. We conducted a study with 223 undergraduate student participants to test our hypotheses. Results showed that individuals in a low-power state were more prone to conspicuous consumption when they were in social exclusion than when they were socially included. In contrast, individuals in a high-power state did not exhibit any significant difference in terms of conspicuous consumption, whether or not they were socially excluded or included. Theoretical and practical implications are discussed.

1. Shichang Liang, Sun Yat-sen University and Huazhong University of Science and Technology
   Business School, and School of Management
2. Yaping Chang, Huazhong University of Science and Technology
   School of Management
3. Jinshan Wang, Guangxi University of Science and Technology
   School of Management

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