Abstract:

Exploring the effects of mate attraction goal based on evolutionary psychology on individuals’ consumption is a new prospering research topic in consumer behavior. This article conducted four studies and revealed female’s (vs. male) different psychological mechanism of conspicuous consumption: Female who have strong (vs. weak) desire for a romantic mate showed stronger endorsement on the belief that conspicuous consumption can enhance their beauty and attractiveness, thereby reported higher willingness to pay (WTP) on conspicuous items (study 1 and 3). Inducing female’s mate attraction goal can increase their WTP on conspicuous items (study 2 and 3) and beauty items (study 3) but not inconspicuous product (e.g. underclothes) (study 3). Additionally, female who in committed relationship (vs. single) reported higher desire for product which was advertised can enhancing females’ beauty and attractiveness (study 4). Overall, these findings suggested that female will take conspicuous consumption as a way to enhance their beauty and attractiveness so as to acquiring (for single) or keeping (for female in committed relationship) a desired mate, but not a way to displaying status and wealth like man.

Key words: Mate attraction, Conspicuous consumption, Inconspicuous consumption, Beauty consumption