Perceived Social Image
Perceived social-image is described as “a person’s perceptions about being superior and rich in a social setting. It indicates standards of living perceived by the people” (Jalees 2007, p.34). The people who are highly conscious about their perceived social image consciously try to impress others (d’Astous 1990). They tend to be very careful in conveying the impression of themselves in front of others as a social object (Carver & Scheier 1985; Tobey & Tunnell 1981). This continuous self-consciousness drives them to purchase the symbolic goods and services that may enhance their social image (d’Astous 1990).
Materialism
Typically, materialism denotes consumer’s propensity to be attached with the worldly possessions (Belk 1984). It is found that, individuals with high materialistic value engage in worldly possessions in order to attain need gratification (Belk 1983) and to improve the concept of their own self (Dittmar 2005). Therefore, such individuals indulge in purchasing excess goods and services and are often failed to realize that they already possessed sufficient materials (Dittmar et al. 1996). In this way, materialism positively affects compulsive buying.