Social Class,Concern for Face,and Secondhand Products: The Moderating Role of Concern for Face on the Relationship between Social Class and Secondhand Products

Abstract

This research examines social class differences in attitudes toward secondhand products. The results of two studies reveal that social class is negatively associated with secondhand product evaluation. Lower (vs. higher) social class individuals are unfavorable toward secondhand products. The degree of concern for face, furthermore, moderates the relationship between social class and attitudes toward secondhand products. Specifically, social class difference is pronounced only when concern for face is low (vs. high) such that lower (vs. higher) class individuals are unfavorable toward secondhand products when they are low in concern for face. Social class differences in attitudes toward secondhand products dissipate when individuals are high in concern for face. This research makes theoretical contributions to secondhand product and social class literature and suggests public policy implications.