The Malleable Morality of Conspicuous Consumption
Conspicuous consumption has been painted as immoral by different philosophers and academic scholars, yet it is unclear, ubiquitous, and widely embraced or accepted in society (Goenka, & Thomas, 2020). the research is devoted to finding insights to resolve the paradox by proposing an argument that the perceived morality of conspicuous consumption is malleable, contingent on the way different moral measures highlight various characteristics embedded in behavior.
Article Hypothesis
The hypothesis of the study is based on the argument that conspicuous consumption is associated with two distinct features, which include self-enhancing versus focused group characteristics. Therefore, the study proceeds to propose that when self-enhancing components are identified or highlighted, human behavior is perceived to be morally objectionable; however, when the group focused attributes are traced and stressed, the practice is portrayed as ethically acceptable. The empirical framework is based on Moral Foundations Theory and conspicuous consumption to suggest that individualizing and binding the foundations can change the perception of prominent consumption morality (Goenka, & Thomas, 2020). The reason is that the two foundations portray different moral outlooks. Therefore, society can highlight the various attributes embedded in conspicuous consumption, making it either morally objectionable or acceptable and consequently change the propensity to engage in distinct consumption behavior.
Research Methods Used in the Article
The research methodology was based on an experimental research design where seven different studies were conducted with the goal of comparing the impact of individualizing and binding moral values on conspicuous consumption. The first two studies sought to assess the effect of endorsing two moral foundations that can have a consequential impact on the propensity to engage in conspicuous consumption with a social and economic bearing. The third study assesses how the specific endorsement of the two moral foundations affects the righteous judgment of conspicuous consumption. The next two studies focused on testing the theorized conceptual pathway of conspicuous consumption. The final studies investigated social visibility boundary conditions for the impact of moral values on conspicuous consumption preferences.
A sample of 500 participants was used across the seven studies to ensure enough power and establish predetermined criteria for excluding participants. Data collection was conducted using survey questionnaires across the seven studies. Data analysis was conducted upon completion of the data collection process, reporting all measures and exemptions. The results were established and discussed at the end of each study after satisfying all survey materials, procedural details, and any other data analysis variables.
Research Results of the Article
The study findings across the seven test studies depict converging evidence that different moral foundations change the perception of conspicuous consumption morality and influence the propensity to participate in the behavior. Results of Study 1 that prevalence of moral foundations predicts the consumption of luxury products across the nations. Hence, countries with high binding value prevalence relative to individualization are more likely to consume luxury products and services. Study 2 findings indicate that conspicuous consumption preferences are predicted by individual difference endorsement with political conservatism and religion playing a crucial role. The result of Study 3 shows that moral values predict the moral judgment of conspicuous consumption with individualizing values falling in the unfavorable while the binding values favoring moral judgment of conspicuous consumption.
The next two studies depicted the proposed theoretical pathway. Study 4 showed that priming moral values increases sensitivity to the characteristics of conspicuous consumption. The subsequent research five found that priming the moral foundations show the ability to change the moral judgment of conspicuous consumption, which alters its preference. The last two studies indicated the role of social visibility as necessary boundary conditions for the impact of moral values on conspicuous consumption. Study 6A shows the effect of binding values on conspicuous consumption preferences attenuated in the private consumption circumstances. And finally, study 6B demonstrates that moral values have a weaker impact on products that are less socially visible. Therefore, the binding values show high preferences for products and services that are generally socially visible or showy such as luxury watches and designer clothing. The binding values showed no increase in preferences for privately consumed goods and services. Thus, the study results show that social visibility is an essential boundary condition for the impact of binding social values on conspicuous consumption preferences.
The results explain the reasons why many people, such as social, political, and religious leaders, participate in conspicuous consumption even when other sections of society perceive it to be immorally questionable. The research shows that the morality of conspicuous consumption is malleable because different moral values influence the moral objections of behavior and change its engagement propensity. The social groups associated with individualization values of fairness and caring perceive conspicuous consumption as immoral as it is in the case of Daniel Lama and Mother Teresa, who preached compassion and equality (Goenka, & Thomas, 2020).). The findings suggest that social groups that subscribe to binding values embrace conspicuous consumption and find it morally permissible.
Article Critique
The article examined only a single boundary condition, social visibility, for the relationship between conspicuous consumption and moral values. This leaves the possibility that the relationship will be contingent because several other boundary condition variables were not considered. Different boundary conditions that would have been included in the article research include social identity, socioeconomic, cultural, and psychological variables to influence moral values and conspicuous consumption relationships. Also, the moral influence of moral values focused on a single consumption type, luxury products, and services. The study failed to expand the scope to consider other types of consumption, including food consumption, experiential product and service consumption, health, among other use and influence of moral values concerning conspicuous consumption. Including a broader scope of consumption would show different consumption behaviors that are motivated by either individualized or binding values.
In a nutshell, the article uses one theoretical framework, Moral Foundation Theory, thus, exposing the weakness that other constructs such as social identity would equally influence moral judgment of conspicuous consumption behavior. Therefore, I propose an experimental research design that will investigate a broader scope on the topic covering different empirical, conceptual frameworks, different consumption types, and more than one boundary condition to advance the relationship between moral values and conspicuous consumption behavior. The findings of the proposed study would provide a richer understanding of how moral values shape conspicuous consumption behaviors and economic activities of social groups and individuals in society.
References
Goenka, S., & Thomas, M. (2020). The malleable morality of conspicuous consumption. Journal of Personality and Social Psychology, 118(3), 562.