Exploring the trait of competitiveness and its consumer behavior consequences

Using a hierarchical personality model approach, the trait of competitiveness was investigated in 3 studies. The results revealed that competitiveness may be positively associated with consumer behaviors occurring in three contexts: (a) besting others directly in contests (e.g., playing sports), (b) besting others indirectly through vicarious experiences (e.g., observing sports as a fan or watching drama-based movies), and (c) besting others via the conspicuous consumption of material goods (e.g., purchasing innovative electronic products).