How come they know? The effects of social comparison on value consciousness and price mavenism

Gopalakrishna Pillai, Kishore, Jha, Shweta, Sharma, Piyush, Chakraborty, Ratula and Dobson, Paul (2025) How come they know? The effects of social comparison on value consciousness and price mavenism. Journal of Consumer Behaviour. ISSN 1472-0817

PDF (Price Mavenism - Pillai et al - JCB accepted version 20-1-2025) - Accepted Version Restricted to Repository staff only until 5 February 2027. Available under License Unspecified licence. Request a copy

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.

Item Type:	Article
Additional Information:	Data Availability Statement: The data that support the findings of this study are available from the corresponding author upon reasonable request.
Uncontrolled Keywords:	social comparison orientation,value consciousness,price mavenism,general self-efficacy,identification,identification,value consciousness,general self-efficacy,social comparison orientation,price mavenism,business, management and accounting(all),social psychology,applied psychology,sdg 12 - responsible consumption and production,3* ,/dk/atira/pure/subjectarea/asjc/1400
Faculty \ School:	Faculty of Social Sciences > Norwich Business School
UEA Research Groups:	Faculty of Social Sciences > Research Groups > Marketing Faculty of Social Sciences > Research Centres > Centre for Competition Policy Faculty of Social Sciences > Research Groups > Responsible Business Regulation Group
Related URLs:	http://www.scopus.com/inward/record.url?...
Depositing User:	LivePure Connector
Date Deposited:	24 Jan 2025 01:37
Last Modified:	17 Feb 2025 09:30
URI:	https://ueaeprints.uea.ac.uk/id/eprint/98314
DOI:	10.1002/cb.2466

Actions (login required)

View Item