The effect of power distance beliefs on the inconspicuous versus conspicuous consumption of luxury accessories in China and the USA

Inconspicuous luxury consumption is increasing compared with traditional conspicuous luxury consumption. Thus, properly conceptualising and empirically operationalising inconspicuousness are important. Extant literature has not yet reached a consensus on the antecedents of consumers’ purchase intentions between inconspicuous and conspicuous brands. Building on an overarching framework that integrates both the power distance belief (PDB)...