Worrying about appearances and flaunting material things: the relationship between appearance stereotype threat and conspicuous consumption and its mechanism of action

Key Points

• Conspicuous consumption increases under appearance stereotype threat, indicating a psychological response to societal expectations.
• The analysis highlights a mechanism of action rooted in social identity, where individuals aim to fit certain materialistic standards.
• Data show that individuals prone to materialism are particularly affected by threat related to appearances.
• Understanding this connection may assist in addressing social pressures associated with self-image and consumption.