A Study on the Role of Materialism and Interpersonal Influence in Triggering Conspicuous Consumption among Emigrants from Kerala

Abstract

Several studies have established that various personality traitslike materialism and social traits such as susceptibility to socialinfluence explain conspicuous consumption. This paper examinesthe influence of materialism and susceptibility to interpersonalinfluence on conspicuous consumption tendencies of a sample
of 640 expatriate Keralites. The study validates that two of thethree dimensions of materialism significantly relate toconspicuous consumption which means materialism is mostlyrelated positively to buying products that confer status.Susceptibility to interpersonal influence is also seen to beinstrumental in triggering conspicuous consumption amongemigrant Keralites. Variation in conspicuous consumption withregard to gender, age, education, occupation and income levels
are also examined. The study offers interesting insights tomarketers in developing consumer-centric approaches towardsproduct-development, pricing and promotion and also assists inpsychographic segmentation of status seekers. It proposes waysand means of developing and maintaining meaningfulengagement with customers by exhorting marketers to assumegreater social responsibility and focus on societal outcomesstemming from promoting a lifestyle centered around materialismand conspicuous display of wealth.