Conceptualizing Consumer Personality Traits as Factors Predicting Status Consumption

Abstract

In marketing and consumer behavior literature, the concept of status consumption has been studied from different perspectives; however, one can rarely find a study based on personality characteristics as motivating factors of status consumption. Current research aims at filling in this gap by using eight personality traits proposed by Mowen’s meta-theoretic model. The main aim of this study is to develop a conceptual framework constituting personality traits as predictor variables of status consumption. Openness to experience, extroversion, conscientiousness, the need for arousal, and materialism are proposed as factors affecting status consumption. The study explores the extant literature and conceptualizes a model. It also offers future directions for research.