Do maximizing consumers engage more in conspicuous consumption?

Abstract While much of the previous research has examined the influence of consumers' social and economic states on conspicuous consumption, little attention has been paid to the potential role that consumers' decision‐making tendency plays. This study investigates whether, how, and when maximizing, as a type of decision‐making tendency (both dispositional and situationally primed), influences subsequent decisions regarding conspicuous consumption. Four studies were conducted, revealing that maximizing consumers are more likely to engage in conspicuous consumption than non‐maximizing consumers (Studies 1 and 2). The need for status serves as the underlying mechanism behind this behavior (Study 3). In addition, the observed effect holds only when the situation is public but disappears when it is private (Study 4). As one of the first investigations into the effect that maximizing has on a type of consumption, these findings offer valuable contributions to both theory and practice.