This study adopts a social motive point of view in analyzing the conspicuous luxury goods purchase motives. Using luxury goods as a signaling mechanism deemed as a popular way of showing off to the opposite sex among younger generations. However this behavior is expected to differ among sexes in line with related theories and applied research in this field. This study aims to test this potential difference in conspicuous goods purchase intention among sexes using a 2x2 experimental design. The experiment incorporates male / female and experiment / control groups, which differ on the mind-set that the subjects are put into. A total of 215 subjects that belong to Y-generation were included in the study and mating motives were induced to the experiment group. It has been seen that the conspicuous consumption intention differs between males and females when they are in a mating mind-set. Conversely, no differences were observed between males and females in a normal mind-set. Encouraging a mating mind-set in men increased their consumption intention on conspicuous luxury goods, which leads us to the conclusion that men prefer conspicuous consumption as a signaling tool when they are in a mating mind-set.
Conspicuous Consumption, Luxury Consumption, Costly Signaling, Experimental Study