Conspicuous Consumption: A Review of Consumer Behaviour Research

Running Head: Article Review 1
Business Research

Article Review 2
Assessment 1: Structured Abstract
This structured abstract review the topic of conspicuous consumption- consumer behaviour by
research studies conducted by Memushi , Zhang and Kim, Furukawaet. et. al., and Kaufmann,
Vrontis, and Manakova.
A brief summary of the theory and progression in the field
Zhang and Kim, 2013 proposed a study that influencing aspects that consequences customer’s
attitude of Chinese consumer towards buying luxury fashion goods and purchase intent. The
main aim of this article is to find out the being the behaviour of the customers towards the luxury
goods. Author has developed a hypothesis in order to make an effective research. This research
is included 161 respondents in which the regression analysis in which the results of this research
is indicated the brand consciousness, fashion innovativeness and social comparison among
Chinese customers.
Zhang and Kim, 2013, has developed hypothesis to reach at the result in an effective way in
which 6 hypothesis have made on brand consciousness, social comparison, fashion
innovativeness, fashion involvement, attitude and purchase intent. Author has developed the
model in this research paper so that the better understanding could be made regarding the
proposed topic.
After the study of Zhang and Kim, it can be seen that the research is more focused on the attitude
of the customer towards purchasing the luxury products. Among those researchers, Memushi,
Furukawaet. et. al., and Kaufmann, Vrontis, and Manakova proposed that there is a number of
terms such as motivation, luxury goods, signaling, conformity, status consumption and brand

Article Review 3
consumption. All three following studies have given depth examination by their findings and
have endeavored to look at the theory from diverse dimensions.
Discussion of Common themes
The study of Zhang and Kim suggests that the range of profitability and diversity has increased
in the markets related to the luxury consumptions market. The huge buying potential of
consumers has begun to get the attention of the marketing practitioners. Author has focused on
various factors under this research in which the author has elaborated the importance of the
brand consciousness and materialism related towards purchasing luxury fashion goods. Align
with Zhang and Kim study all the other three studies also have identified parallel aspects which
manipulate the conspicuous consumption.
Study of Memushi investigates that in developing countries, the rate of conspicuous consumption
can be higher due to extreme inequalities in income. This article has focused on the primary
consumptions of the customers towards luxury consumptions. Consumer buying behavior is
affected because of the changed range of luxury goods. However, the taste of them is same no
matter what process they are offering as they need the best quality so that they keep maintain the
status. Furukawaet. et. al., proposed a research in which the quantitative research method is
being used by them in order to increase the better understanding of the use of conspicuous
consumption in customer behaviour. Finally, Kaufmann, Vrontis, and Manakova proposed an
article in which they elaborated the symbolic consumption and need for uniqueness that defines
customers to be driven through the desire for the maintaining the status.
Discussion of Different themes