Article2018

Awe, spirituality and conspicuous consumer behavior

Hu Jing · Yan Xiang Yang · Fengjie Jing · Bang Nguyen

52 citations0/0 files storedInternational Journal of Consumer Studies

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Consumer Behavior in Brand Consumption and Identification Religion, Spirituality, and Psychology Consumer Retail Behavior Studies

Abstract

Abstract Awe represents a self‐transcendent, sacred experience that is closely related to spirituality. In this study, we suggest that spirituality buffers the effect of awe on materialistic consumption. Across three studies (N = 896), we test the hypothesis that awe can prompt participants’ spirituality, which in turn decreases the inclination of conspicuous consumption. In a survey, dispositional awe is found to be negatively related to the inclination of conspicuous consumption (Study 1). In follow‐up experiments, the induction of awe (relative to other control states) decreases conspicuous consumption behavior (Studies 2 and 3). In addition, a mediation analysis demonstrates that the impacts of awe on conspicuous consumption behavior are explained partly by spirituality. These findings indicate that awe may impede an individual’s materialistic need by enhancing self‐transcendent value.

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References

1992Universals in the Content and Structure of Values: Theoretical Advances and Empirical Tests in 20 Countries 1988Possessions and the Extended Self 1995Stereotype threat and the intellectual test performance of African Americans.1994Are There Universal Aspects in the Structure and Contents of Human Values?2000Conceptualizing Religion and Spirituality: Points of Commonality, Points of Departure 2002Materialism and Well-Being: A Conflicting Values Perspective 2015Awe, the small self, and prosocial behavior.1999Does Spirituality Represent the Sixth Factor of Personality? Spiritual Transcendence and the Five‐Factor Model

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