Consumer Xenocentrism and Well-Being: Conspicuous Consumption Orientation, Brand Addiction, and Self-Esteem

Focusing on the implications of xenocentric behavior for consumer well-being, the authors investigate the link between consumerxenocentrism (C-XEN) and consumers’ self-esteem, using conspicuous consumption orientation and brand addiction as mediatingvariables. To this end, drawing on system justification, self-concept, and reference group theories, they develop a competitivemediation model and test it on samples of Italian (N=456) and Peruvian (N =203) consumers. The results reveal that while thedirect effect of C-XEN on self-esteem is negative, C-XEN is also positively related to self-esteem through indirect effects, withconspicuous consumption orientation and brand addiction mediating this relationship. These findings add to our theoreticalunderstanding of the C-XEN construct and its impact on consumer well-being, and have important practical implications forboth foreign and domestic producers.