{"id":2161,"date":"2015-03-11T11:15:21","date_gmt":"2015-03-11T03:15:21","guid":{"rendered":"http:\/\/www.appliedpsyj.org\/journal\/?p=2161"},"modified":"2015-03-11T11:16:13","modified_gmt":"2015-03-11T03:16:13","slug":"the-effect-of-social-comparison-and-product-type-on-compensatory-consumption-self-esteem-as-a-mediator","status":"publish","type":"post","link":"https:\/\/www.appliedpsyj.org.tw\/journal\/?p=2161","title":{"rendered":"The Effect of Social Comparison and Product Type on Compensatory Consumption: Self-esteem as a Mediator"},"content":{"rendered":"<p><strong>Jin-Huei Wang<\/strong><br \/>\nCubic Divison 2\/ Planner MEDIA PALETTE (Taiwan) INC<br \/>\n<strong>Chung-Kwei Wang<\/strong><br \/>\nDepartment of Psychology Soochow University<\/p>\n<p style=\"text-align: justify;\">The aim of the study was to examine the relationship between social comparison and compensatory consumption. The mediating roles of self-esteem and mood were also examined. The relationship between product function type and compensatory consumption was also explored. Data was collected from 132 Taiwanese college students; the fake intelligence test results were used to manipulate social comparison information. Results were as follows: (1) When compared to the downward comparison group, the upward comparison group had lower self-esteem and higher negative mood. (2) When compared to the downward comparison group, the upward comparison group was more likely to purchase symbolic products with higher price, but not functional products. (3) Self-esteem was found to mediate the relationship between social comparison and willingness to purchase symbolic product. In conclusion, the present study integrated findings under the theoretical framework of social comparison theory, and the results suggest that social comparison processes affect the state of self-esteem, which then activates compensatory consumption.<\/p>\n<p>Keyword: social comparison, compensatory consumption, state self-esteem<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Jin-Huei Wang Cubic Divison 2\/ Planner MEDIA PALETTE (T <span class=\"ellipsis\">&hellip;<\/span> <span class=\"more-link-wrap\"><a href=\"https:\/\/www.appliedpsyj.org.tw\/journal\/?p=2161\" class=\"more-link\"><span>Read More &rarr;<\/span><\/a><\/span><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[141],"tags":[],"class_list":["post-2161","post","type-post","status-publish","format-standard","hentry","category-141"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- 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