Abstract:
This study investigated the potential predictive effects materialism has on consumers' preference for branded luxury goods, mediated by the mechanism of one's likelihood of conspicuous consumption. All participants (voluntary) were Thai nationalities, with the exception of two non-Thai participants who were fluent in the language. The results revealed a significant positive predictive effect between materialism and preference for brandedproducts, and that of between conspicuous consumptions and materialism; the mediation was therefore found of having a significant positive predictive effect. It also revealed the significant positive effect between conspicuous consumption and allowance.Theseresultssuggeststhatone's materialistic tendency predicts brand preference and that conspicuous consumption is linked to wealth.
Description:
A senior project submitted in partial fulfillment of the requirements for the Degree of Bachelor of Science in Psychology, Faculty of Psychology, Chulalongkorn University, Academic year 2016
โครงงานทางจิตวิทยานี้เป็นส่วนหนึ่งของการศึกษาตามหลักสูตรปริญญาวิทยาศาสตรบัณฑิต สาขาวิชาจิตวิทยา คณะจิตวิทยา จุฬาลงกรณ์มหาวิทยาลัย ปีการศึกษา 2559
