This study examined the effects of upward
social comparison on conspicuous consumption using the Upward Social Comparison
Scale, the Rumination Scale, the Relative Deprivation Scale, and the
Conspicuous Consumption Scale with 611 college students, and examined the
mediating role of relative deprivation and the moderating role of rumination. The
results showed that: (1) Upward social comparison positively predicts relative
deprivation and conspicuous consumption; (2) Relative deprivation played a
mediating role in the effect of upward social comparison on conspicuous
consumption; and (3) Rumination moderated the relationship between upward
social comparison and relative deprivation. Under low rumination, relative
deprivation increases with upward social comparison; however, under high rumination,
this effect is not significant anymore. The study revealed the effect of upward
social comparison on conspicuous consumption and its internal mechanism, which
can help to intervene to improve the adverse effects of social comparison from
both individuals and social management.