Drivers of Conspicuous Consumption: Role of Interpersonal Influence and Consumer Cognitive Preference on Luxury Purchase Intentions

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School of Business | Bachelor's thesis
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Date

2018

Department

Major/Subject

Mcode

Degree programme

(Mikkeli) Bachelor’s Program in International Business

Language

en

Pages

44+16

Series

Abstract

Objectives: The primary objective of this study is to determine whether luxury purchase intentions are dependent on interpersonal influence (normative and informational) and cognitive preference (visualizer versus verbalizer) in the context of social media. Summary: The literature review section provides a discussion and analysis regarding conspicuous consumption, interpersonal influence and cognitive preference. The discussion is then directed toward the proposed hypotheses. These relationships were shown in the conceptual map provided, which further demonstrated the suggested connections between the variables. A quantitative methodology was used using an online questionnaire. The questionnaire was divided into two sections: attitudes toward interpersonal influence and attitudes toward cognitive preference. These were then used to identify whether respondents were susceptible to either normative or informational influence and whether they could be classified as either being verbalizers or visualizers. Conclusions: The findings indicate that interpersonal influence is not significant in influencing luxury purchase intentions. Neither is luxury purchase intention dependent on the interaction between normative influence and a visual cognitive preference or the interaction between informational influence and a verbal cognitive preference.

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Thesis advisor

Paurav, Shukla

Keywords

consumer behavior, luxury purchase intention, conspicuous consumption, interpersonal influence, consumer cognitive preference

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