The objective of our study is twofold. Firstly, we aim to enhance the understanding of intergroup conflict, in particular, to illuminate subtle manifestations of discrimination that follow from ambiguous feelings toward outgroups. Secondly, we follow Crusius et al.’s (2012) call for addressing the underlying psychological mechanisms that shape economic behavior, here in precise the phenomenon of CC.
For this purpose, we adopt a sociological perspective on prejudice which allows us to consider how individual psychology and behavior might be driven by social structures, specifically intergroup relations. We integrate theories of cognitive automatisms, emotions, stereotype formation, and group identity into a holistic framework and propose an empirical study to test the model. By doing so, we attempt to answer the following research question: Can conspicuous consumption in some cases be identified as a group-based bias mediated by envy?
Table of Contents
1. Introduction
2. Theoretical Background
2.1 Social Categorization
2.2 Stereotype Content Model (SCM)
2.3 Group-based Emotions
2.4 Envy from an Evolutionary Perspective
2.5 Adaptive Behaviors
2.6 CC as a Contradiction to the Rational Socio Economicus
2.7 Conceptual Model
3. Methodology
3.1 Experiment 1
3.2 Experiment 2
4. Expected Results and Discussion
Research Objectives and Key Topics
This study aims to examine whether conspicuous consumption (CC) can be identified in certain contexts as a group-based bias mediated by the emotion of envy, particularly when triggered by stereotypes toward outgroups like Asian Americans.
- Psychological mechanisms behind conspicuous consumption.
- The role of the Stereotype Content Model in intergroup relations.
- Envy as a socio-functional emotion and its evolutionary perspective.
- The impact of "model minority" stereotypes on consumer behavior.
- Empirical verification of subtle forms of discrimination in retail environments.
Excerpt from the Book
Introduction
Intergroup conflict has been described as “one of the greatest problems facing the world today” (Cohen & Insko, 2008, p. 87). Just recently, the COVID-19 pandemic has reminded people of their vulnerability and fueled hostility and prejudice between groups. Asians in particular have increasingly become victims of racism and been insulted as responsible for the emergence and spread of the virus (Edara & Edara, 2020). These offenses are often characterized by anger and disgust, both of which foster hostile feelings. This kind of overt negative outgroup evaluation is the most popular form of prejudice and usually the obvious cue for uncovering a person’s racist attitudes (Clair & Denis, 2015; Rodat, 2017).
However, in response to the shift in perspective in the mid-19th-century, overtly racist attitudes have increasingly become replaced by more subtle forms of racism (Clair & Denis, 2015). Although their blatant expressions have declined in Western societies, the underlying beliefs still serve as basis for racial stereotypes, hostile sentiments, and discrimination. Modern theories of racism (e.g., Gaertner & Dovidio, 1986) acknowledge people’s aspirations for unprejudiced self-images, yet also highlight the persistent influence of deeply-rooted stereotypes on behavior, thereby promoting social biases. Although these hostilities are less aggressive and dangerous than traditional versions, they are equally unjustified and impair the quality of interethnic interactions (Linzmajer et al., 2020). A first step to counteract and resolve them is to draw attention to their unconscious impact on consumer behavior.
Summary of Chapters
Introduction: This chapter contextualizes intergroup conflict and the shift toward subtle, unconscious forms of racism, setting the stage for investigating conspicuous consumption as a potential group-based bias.
Theoretical Background: This section details the psychological foundations, including social categorization, the Stereotype Content Model, group-based emotions, and the evolutionary perspective of status-driven behavior and envy.
Methodology: This chapter outlines a two-stage empirical study, consisting of a field experiment to observe consumer choice in retail environments and a follow-up questionnaire to assess cognitive and affective attitudes.
Expected Results and Discussion: This concluding section discusses the anticipated findings, linking the expected preference for high-status products to the activation of the "model minority" stereotype and acknowledging study limitations.
Keywords
Neuroeconomics, Conspicuous Consumption, Social Categorization, Stereotype Content Model, Asian Americans, Model Minority, Envy, Status Consumption, Intergroup Conflict, Aversive Racism, Adaptive Behavior, Self-Efficacy, Discrimination, Consumer Psychology, Beliefs
Frequently Asked Questions
What is the core focus of this research paper?
The paper explores the intersection of social psychology and neuroeconomics to determine if conspicuous consumption can be identified as a group-based bias triggered by stereotypes and mediated by envy.
Which central topics are addressed?
The study covers intergroup conflict, the Stereotype Content Model (SCM), the evolutionary functions of envy, status-seeking behaviors, and unconscious manifestations of racial bias in consumer choices.
What is the primary research question?
The research seeks to answer whether conspicuous consumption can in some cases be identified as a group-based bias mediated by envy.
Which scientific methods are utilized?
The authors employ a two-stage methodology: a controlled in-store field experiment to assess actual buying behavior and a self-administered questionnaire to measure psychological constructs like self-efficacy and envy.
What does the main body investigate?
The main body focuses on theoretical frameworks regarding categorical biases, moving into the development of a conceptual model that predicts how exposure to outgroup members (specifically Asian Americans) impacts status-seeking behavior.
Which keywords define this work?
The work is defined by concepts such as conspicuous consumption, status, envy, the model minority stereotype, group-based emotions, and intergroup bias.
How does the "model minority" stereotype affect the study's subjects?
The study posits that the "model minority" stereotype promotes perceptions of high competence in Asian Americans, which can trigger envious comparisons among others, potentially leading them to reach for higher status symbols.
What role does self-efficacy play in the proposed model?
Self-efficacy is hypothesized to influence the type of envy experienced, predisposing individuals toward "benign envy" and a "level-up" strategy, encouraging compensatory conspicuous consumption.
How do the researchers minimize participant bias in the experiments?
To avoid demand effects, participants are told the experiment focuses on sales staff behavior rather than their own consumption choices or the ethnicity of the other customers present in the store.
What is the significance of the "envy premium"?
The "envy premium" refers to the extra amount a consumer might be willing to pay for luxury goods to narrow the perceived status gap between themselves and an envied group, serving as a compensatory mechanism.
- Quote paper
- Eva Lang (Author), 2022, A Subtle Manifestation of Stereotypes? Investigating Conspicuous Consumption, Munich, GRIN Verlag, https://www.grin.com/document/1268811
