Social comparison and self‐determination in luxury consumption motivations

Abstract This study integrates social comparison theory) and self‐determination theory to examine the roles of escapism, conformity, and individual cultural values in shaping luxury brand attitudes. Concepts related to consumer upward and downward social comparison are complemented by aspects related to self‐determination and autonomy. Drawing on survey data from the United States and Colombia, the research employs partial least squares structural equation modeling and fuzzy‐set qualitative comparative analysis (fsQCA) to investigate the complex drivers of luxury consumption. The findings reveal that escapism and conformity, complementary motivations grounded in social comparison and self‐determination theories, positively influence luxury brand attitudes. Furthermore, individual cultural values, such as self‐enhancement and self‐transcendence, moderate the relationships between these consumer motivations and attitudes. The cross‐cultural comparison highlights differences in the influence of cultural values on luxury consumption between two distinct cultures. The fsQCA—results uncover distinct configurations of motivations and values sufficient for driving positive luxury attitudes, extending the understanding of the complex interplay of factors shaping luxury consumption. By integrating social comparison theory and self‐determination theory perspectives, examining cultural values, and employing advanced methodological approaches, this study contributes to the theoretical understanding of luxury consumption. It also offers valuable insights for luxury brand managers navigating the evolving global market. Future research directions emphasize the potential for further integrating these two theoretical frameworks in the luxury domain.