Exploring the Trait of Competitiveness and Its Consumer Behavior Consequences |
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Authors: | John C. Mowen |
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Abstract: | Using a hierarchical personality model approach, the trait of competitiveness was investigated in 3 studies. The results revealed that competitiveness may be positively associated with consumer behaviors occurring in three contexts: (a) besting others directly in contests (e.g., playing sports), (b) besting others indirectly through vicarious experiences (e.g., observing sports as a fan or watching drama‐based movies), and (c) besting others via the conspicuous consumption of material goods (e.g., purchasing innovative electronic products). |
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