Decisive aspects in the masstige consumption

• Main Author: Solon Bevilacqua
• Format: Article
• Language: English
• Published: Instituto Brasileiro de Estudos e Pesquisas Sociais 2020-09-01
• Series: Revista Eletrônica de Ciência Administrativa
• Subjects: prazer; luxo; consumo; masstige; mee pls
• Online Access: http://www.periodicosibepes.org.br/index.php/recadm/article/view/2871

This study investigated the mass consumption under the lens of ethical egoism, closely related to pleasure and associated with differentiation, exclusivity, functional (attributes), status, and tradition constructs. The theoretical framework contemplated mainly evolutionary authors, focusing the discussion on nature and culture, to a dimension of consumption titled pleasure – ethical egoism. Data analysis was performed using Structural Equation Modeling with PLS estimation. The research findings indicate that the dimension pleasure – ethical egoism for masstige consumption – is structured by tradition; status and functional characteristics of the product, whereas exclusivity is not significant for the universe of prestige and affordable goods and services.