How Come They Know? The Effects of Social Comparison on Value Consciousness and Price Mavenism

IF 4.4 3区管理学 Q2 BUSINESS

Journal of Consumer Behaviour Pub Date : 2025-02-05 DOI:10.1002/cb.2466

Kishore Gopalakrishna Pillai, Shweta Jha, Piyush Sharma, Ratula Chakraborty, Paul Dobson

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Abstract

Social interactions and the exchange of interpersonal information are important to consumers' shopping experiences. Social interactions can trigger social comparisons that can influence consumer's value and price perceptions. This research investigates the effects of social comparison orientation (SCO) on consumers' value consciousness (VC) and price mavenism (PM). It also examines the moderating role of general self-efficacy (GSE) and identification. We employed a mixed-method approach and investigated the conceptual framework using a survey (N = 229) and an experimental (N = 516) method. The findings revealed the positive effects of SCO on VC and PM. GSE negatively moderates the impact of SCO on VC. Further, when identification with the social referent is high (vs. low) and assimilation (vs. contrast) effect is observed then upward (vs. downward) comparison leads to greater levels of VC and PM. The paper concludes with implications for marketing value-focused brands and retailers.

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他们是怎么知道的？社会比较对价值意识和价格马克思主义的影响

社会互动和人际信息的交换对消费者的购物体验非常重要。社会互动可以引发社会比较，从而影响消费者的价值和价格观念。本研究探讨社会比较取向（SCO）对消费者价值意识（VC）和价格至上主义（PM）的影响。它也检查了一般自我效能（GSE）和认同的调节作用。我们采用混合方法，通过调查（N = 229）和实验（N = 516）方法对概念框架进行了研究。研究结果表明，SCO对VC和PM有积极的影响。GSE负向调节SCO对风险投资的影响。此外，当对社会指涉物的认同程度较高（相对较低），并且观察到同化（相对于对比）效应时，向上（相对于向下）比较会导致更高水平的VC和PM。本文总结了对营销价值为中心的品牌和零售商的启示。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Consumer Behaviour BUSINESS-

CiteScore

7.30

自引率

11.60%

发文量

期刊介绍： The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.