根據社會比較理論，為了讓個人評價自己，他必須將自己的生活與其他個體的生活進行比較(Festinger, 1954)。這主要發生在一個人沒有目標的時候，他可以用來評估他的生活，因此，試著將他的生活和其他個體的生活進行比較，以評估他的能力。這是一個向上的驅動力，在一個單一的方向上移動，使個人在使用其他個體的能力來反映他們的生活時，減少他們的占有。當人們獲得知識的時候，他們傾向于比較和思考他們的想法。然而，有些情況下，個人會比較他們的生活與他們的地位稍微低于他們的人，但通常并不常見，因為人們總是喜歡與他們崇拜的偶像或個人聯系在一起，比如名人。積極的比較，即消費者將他們的生活與他們的生活略微高于他們的生活相比，這極大地影響了他們的財產和消費者購買某些時尚和奢侈品牌的能力(Ogden和Venkat, 2001)。這是因為當他們與其他個體發生互動時，他們就會變得具有世界意識，而其他個體的生活將很容易影響他們的生活(Achenreiner, 1997)。與著名的媒體人員和朋友進行社會比較，對一些著名的廣告進行追蹤，同伴的壓力是規范性的，人與人之間的交流積極地影響著個人對世俗財產的依戀(Chan和Prendergast, 2007)。在世界上，Michael Kors品牌是非常賺錢的，在時尚和奢侈品方面他們占據了更高的地位。人們購買這個品牌是為了給其他個人留下深刻印象，因為這個品牌代表了任何其他人都想擁有的地位。這使得那些不那么富有的人購買這個品牌，從而使他們能夠適應富人的地位，并被他們所接受(Husic和Cicic, 2009)。
論文代寫香港,論文代寫推薦,論文修改價錢 According to the social comparison theory, in order for an individual to evaluate himself, he has to compare his life with that of other individuals (Festinger, 1954). This mainly happens when an individual has no objective that he can use to assess is the life he will, therefore, try to compare his life with that of other individuals in order to evaluate his abilities. This is an upward drive that moves in a single direction which enables individuals to reduce their possession shortage when they use the ability of other individuals as a reflection of their lives. Individuals tend to compare and reflect on their thoughts when they are acquiring knowledge. However, there are cases where individuals will compare their lives with those individuals whom their status are slightly below theirs but are usually not common since people would always love to be associated with their idols or individuals whom they admire most such as celebrities. Positive comparison i.e. consumers comparing their life with that of other individuals whose life are slightly above theirs greatly influence the earthly possessions and the ability of the consumers to purchase certain fashion and luxury brands (Ogden and Venkat, 2001). This is because when they interact with other individuals they become worldly-minded and the lives of other individuals will easily influence their lives (Achenreiner, 1997). Social comparison with famous media personnel and friends, follow up on some of the famous advertisements, peer pressure that is normative and communication between individuals positively affects how an Individual is attached to the earthly possessions (Chan and Prendergast, 2007). In the world, Michael Kors brand is very lucrative and they occupy a higher status when it comes to fashion and luxury goods. People purchase this brand so that they can impress other individuals because the brand represents a status that any other individual would love to have. This has made individuals who are not that wealthy to purchase this brand so that they can fit in the status of wealthy individuals and be accepted by them (Husic and Cicic, 2009).