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I cannot change, so I buy who I am: How mindset predicts conspicuous consumption

People’s mindset comprises the beliefs they endorse about whether human attributes are fixed or malleable, and these beliefs then shape their motivations and behaviors. We conducted an empirical examination of the relationship between mindset and conspicuous consumption, and investigated whether performance goal orientation mediates this relationship. We found that, relative to those who believe that personality is malleable (growth mindset), consumers who believe that personality cannot be changed (fixed mindset) are more likely to engage in conspicuous consumption. Further, performance goal orientation mediated the relationship between mindset and conspicuous consumption. These findings point to the importance of researchers and practitioners examining how people’s meaning system affects their behaviors as consumers.