Conspicuous consumption at the Indian BOP: a boon or bane?

Purpose This study aims to investigate the impact of conspicuous consumption on the subjective well-being (SWB) of Indian bottom of the pyramid (BOP) consumers. Design/methodology/approach This study followed a qualitative phenomenological approach. Focus group discussions were conducted with 72 Indian BOP consumers. Thematic analysis resulted in 21 categories and 9 themes. Findings This study revealed three distinct categories of consequences related to the effects of conspicuous consumption on SWB at the BOP. Conspicuous consumption can either enhance or diminish the BOP consumers’ SWB and sometimes even simultaneously have constructive and adverse effects (a double-edged sword). This study presents a conceptual model examining the consequences of conspicuous consumption at the BOP through the lenses of social comparison and compensatory consumption theories. Originality/value The literature has classified the consequences of conspicuous consumption at the BOP as constructive or adverse effects. This study reveals that conspicuous consumption at the BOP can be a double-edged sword. This study indicates that social comparison drives compensatory consumption at the BOP, which impacts the SWB of BOP consumers. Such an amalgamation of the theories of conspicuous consumption, social comparison and compensatory consumption is the unique contribution of this research. The implications for practice and policy are discussed.