{"title":"Appearance vanity or achievement vanity: which better predicts young consumers’ decision-making orientations?","authors":"Hakan Cengiz, Rabiya Gokce Arpa, Kubra Nur Sezgin","doi":"10.1108/yc-12-2023-1919","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>This study aims to operationalize consumer decision-making styles as higher-order constructs and investigates the influence of two distinct subdimensions of consumer vanity – namely, appearance vanity and achievement vanity – on consumer decision-making orientations (CDMO).</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>Using data from an online survey of 319 young adults, the authors construct a higher-order structural model capturing the following three orientations: social/conspicuous, utilitarian and undesirable. The partial least squares structural equation modeling approach was used to test the validity of the higher-order structural model and the hypothesized relationships.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>Results, confirming the higher-order structure of consumer decision-making styles, highlight the distinctive impacts of the vanity dimensions on different CDMOs. Specifically, appearance vanity predominantly affects social and undesirable orientations, and achievement vanity influences utilitarian orientation.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>While several theoretical classifications of consumer decision-making styles have been proposed in the past, none of the earlier studies leveraged those classifications as higher-order models. Addressing this literature gap, this study provides empirical evidence associating CDMOs with a specific consumer trait – vanity – thereby validating the higher-order nature of consumer decision-making styles.</p><!--/ Abstract__block -->","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.5000,"publicationDate":"2024-06-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Young Consumers","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/yc-12-2023-1919","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Purpose
This study aims to operationalize consumer decision-making styles as higher-order constructs and investigates the influence of two distinct subdimensions of consumer vanity – namely, appearance vanity and achievement vanity – on consumer decision-making orientations (CDMO).
Design/methodology/approach
Using data from an online survey of 319 young adults, the authors construct a higher-order structural model capturing the following three orientations: social/conspicuous, utilitarian and undesirable. The partial least squares structural equation modeling approach was used to test the validity of the higher-order structural model and the hypothesized relationships.
Findings
Results, confirming the higher-order structure of consumer decision-making styles, highlight the distinctive impacts of the vanity dimensions on different CDMOs. Specifically, appearance vanity predominantly affects social and undesirable orientations, and achievement vanity influences utilitarian orientation.
Originality/value
While several theoretical classifications of consumer decision-making styles have been proposed in the past, none of the earlier studies leveraged those classifications as higher-order models. Addressing this literature gap, this study provides empirical evidence associating CDMOs with a specific consumer trait – vanity – thereby validating the higher-order nature of consumer decision-making styles.