The influence of upward social comparison on status consumption in clothing, eating, living, and travelling: The mediating effects of perceived self‐improvement and perceived superiority

Compensatory consumption theory posits that individuals tend to engage in status consumption as a response to experiencing upward social comparison. However, it is unclear whether upward social comparison can influence status consumption in four lifestyle domains: clothing, eating, living, and travelling. Therefore, we conducted two separate studies with a sample of Chinese consumers. In Study 1, we investigated the effects of upward social comparison on status consumption in four domains by comparing participants with a specific individual. In Study 2, we examined the effects of upward social comparison on status consumption in four domains by comparing participants with a group. Additionally, Study 2 examined the mediating role of perceived self‐improvement and perceived superiority. The results revealed that participants exhibited higher purchase intentions and preferences for status products and services in four consumption domains when exposed to upward social comparison. Furthermore, the results also indicated that perceived self‐improvement and perceived superiority mediated the positive effects of status consumption in four domains under upward social comparison. These findings contribute to the broader applicability of compensatory consumption theory.