I Am Not Like You, But I’m Also Going by Bike: The Conspicuous Consumption Effect of a Dissociation Reference Group on Observer’s Engagement in an Environmental Cause
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2017-01-05
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Huertas, M.K.Z.
HANNA, E.
SOUZA, W. D. S.
ULIANA, N.
SYLLOS, L. G.
HANNA, E.
SOUZA, W. D. S.
ULIANA, N.
SYLLOS, L. G.
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Developments in Marketing Science: Proceedings of the Academy of Marketing Science
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Huertas, M.K.Z.; HANNA, E.; SOUZA, W. D. S.; ULIANA, N.; SYLLOS, L. G. I Am Not Like You, But I’m Also Going by Bike: The Conspicuous Consumption Effect of a Dissociation Reference Group on Observer’s Engagement in an Environmental Cause. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, p. 819-820, 2017.
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© 2017, Academy of Marketing Science.In reviewing the literature some theoretical gaps were detected. The first one was the lack of empirical evidence about conspicuous consumption when it is perceived positively. The second gap, regarding the influence of reference groups, is that the social identity theory does not explain the observer’s perspective when he is in front of certain reference group members involved in conspicuous behavior. The third theoretical gap is related to the study of pro-environmental behavior determinants that does not consider the specificities of social influences, like reference groups in particular situations (e.g., conspicuous consumption). Then, the objective of this research was to analyze: (1) if conspicuous consumption could be perceived in a positive way and; (2) the influence of reference groups, engaging in conspicuous consumption of an environmental cause, on the observer’s attitude. In a first experiment two variables were manipulated: “conspicuous consumption perception” (positive/negative) and “reference groups” (association/dissociation/neutral). It was found that conspicuous consumption could be perceived positively. There is evidence showing that the environmental cause evaluation of the observer is more positive if the observed individual belongs to a dissociation group.