Unveiling the influence of locus of control on social exclusion and conspicuous consumption

Abstract

We explored the conditions and reasons for the influence of locus of control on the relationship between social exclusion and conspicuous consumption. Two studies were conducted to address this objective. Study 1 provided evidence that individuals with an external locus of control, believing that their fate is determined by external factors, exhibited a stronger inclination toward conspicuous consumption when experiencing social exclusion as opposed to social inclusion. Conversely, individuals with an internal locus of control, perceiving their fate to be within their own control, did not demonstrate a significant difference in conspicuous consumption between social-exclusion and social-inclusion conditions. Study 2 further validated this hypothesis by employing alternative manipulations and measures, and uncovered the underlying mechanism behind these findings, revealing that the effect of personal control and social exclusion on conspicuous consumption was mediated by self-efficacy. Implications of the findings are discussed.