Relationships among consumer vanity, gender, brand sensitivity, brand consciousness and private self-consciousness

The purpose of this study was to examine relationships among consumer vanity, gender, brand sensitivity, brand consciousness and private self-consciousness within a context of social comparison theory. The four dimensions of consumer vanity are concern for and positive view of physical appearance and concern for and positive view of achievement. Participants were 400 college students (284 women; 116 men). Participants above the median in three of the four dimensions of vanity (except vanity achievement view) were more sensitive to and more conscious of brand names. Participants above (vs. below) the median in vanity achievement view scored higher on private self-consciousness. Women scored higher on brand sensitivity, brand consciousness and private self-consciousness than men. There was a significant correlation between brand sensitivity and brand consciousness. Results support the notion that consumers' decisions, especially regarding brand names, may be guided by vanity-related concerns and views.