Bragging About Products Purchased

What it measures

A five-item scale measuring the tendency to purchase and publicly display products for the purpose of signalling social status and impressing others. Items capture status-signalling purchase motivation, preference for conspicuous products, the desire for others to recognise one's superior possessions, enjoyment of showcasing purchases, and active social broadcasting of buying behaviour. The scale operationalises conspicuous consumption and purchase bragging as a stable consumer trait.

Representative items

• I often buy products that emphasize my social status.
• It is important to me that others realize that I have the best things.
• I like to show others what I buy.

Citation

Ruvio, Ayalla A., et al. (2020). Journal of the Academy of Marketing Science, 48(5), 1113–1134.