ORIGINAL RESEARCH article
Front. Psychol.
Sec. Personality and Social Psychology
Volume 16 - 2025 | doi: 10.3389/fpsyg.2025.1554350
The Effect of Mental Accounting in the Luxury Market: Prepared and Unprepared Consumers
Provisionally accepted
- Hankuk University of Foreign Studies, Seoul, Republic of Korea
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This study investigated whether the use of social network sites (SNSs) would be associated with their attitudes toward luxury consumption. We also examined mediators and mediated moderators in the relationship between the use of SNSs and luxury attitude. Results showed that luxury attitude are enhanced as an individual's SNS usage increases. In addition, further analysis provides evidence that the mediating role of the subjective inequality which in turn moderated by the mental accounting. Our findings can contribute to understanding various situations in which the relationship between SNS usage and luxury attitude is intensified or weakened.
Keywords: Mental accounting, luxury attitude, Subjective inequality, SNS Usage, process model
Received: 01 Jan 2025; Accepted: 23 Apr 2025.
Copyright: © 2025 Son, Ko and Lee. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Ji-yeon Lee, Hankuk University of Foreign Studies, Seoul, Republic of Korea
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