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Buying for quality or to impress? How status influences the smartphone purchasing process and indebtedness
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Resumo(s)
This research intends to study how quality and status consumption influence smartphone
purchases and makes consumers less financially sensitive and more indebted. Following
previous research that offered relevant insights between status consumption and
indebtedness, in thisresearch a structural model was tested using data collected in 2021, from
264 Portuguese participants. The questionnaire also included a behavioural consistency check,
to compare potential discrepancies between participants' quality versus status choices.
In contrast to prior literature assumptions, findings indicate that status consumption does not
statistically lead to indebtedness or reduced financial sensitivity, as social acceptance does not
necessarily translate into severe debt. Instead, product quality has a statistically significant
impact on indebtedness, showing that consumers who perceive product quality as high, may
find overspending more justifiable. Additionally, product quality is not supported as a
moderator between status consumption and financial sensitivity, as financial sensitivity can
be more related to literacy and not easily influenced by perceived product quality. This study
contributes to the literature by showing that apparently rational purchase decisions, such as
choosing quality, may still lead to financial risk. Furthermore, the behavioural questions
validated that the majority of participants favoured quality over status, highlighting the idea
that rational purchases can still lead to financial vulnerability.
This research’s results will benefit marketers, smartphone brands and manufacturers, and
retailers by providing new insights in uncertain times, such as pandemics or economic crises,
when emotional spending is higher and consumers may become more financially vulnerable.
It also provides new perspectives on consumer motivations (quality versus status), and how it
affects financial decisions within the Portuguese context.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Consumer Behaviour Status Product Quality Indebtedness Financial Sensitivity Smartphones SDG 8 - Decent work and economic growth SDG 12 - Responsible production and consumption