Dimensions and Effects of Consumer Subjective Financial Deprivation

Subjective financial deprivation (SFD) is a psychological discomfort emerging from social ascendant comparison and/or from the perception of a loss of buying power in comparison with a salient period in the past. Existing literature studies the effects of SFD without making the distinction between these two different origins. The objective of this paper is to go beyond this conceptualization. Through two studies, we show first that the two-dimension model of financial deprivation is more relevant than the one-dimension model. Second, we demonstrate that SFD prompt distinct effects on consumer behavior depending on the social or temporal origin of deprivation.