Table 2 Measure indicators combined with previous findings and in-depth interviews

GF1

I hope that I can solve problems others cannot.

Zhang (2012)

GF2

I long to possess something people desire to own but do not.

GF3

I want others to think well of me.

GF4

I hope I can let others know I have some friends with high status.

GF5

I hope in others’ eyes, I have a better life than the majority.

GF6

I will try my best to conceal my drawbacks in front of others.^b

GF7

I am concerned about others’ attitudes towards me.

Chan et al. (2009)

GF8

I am concerned about others’ criticism towards me.

GF9

I am concerned about others’ looking down upon on me.

GF10

My identity and social status are essential to myself.^b

GF11

What I consume should correspond to my identity and social status.^b

Li and Su (2007)

GF12

When buying a gift for someone, I am usually concerned about the prestige of the gift.^a

GF13

I hope in others’ opinion, I perform better than the majority.^b

Organized by in-depth interviews

GF14

I hope compared with others’ possessions, I own something of higher class.

GF15

I think no matter how hard it is, one should maintain the same consumption level as others.^b

GF16

I hope I know a lot of people.

GF17

I hope I have friends with high status.

GF18

I hope my friends will give me a hand unhesitatingly when I have trouble.^a

GF19

I hope I can have good conversation and interaction with others during social activities.

GF20

I hope I can behave well.

GF21

I hope I can become a model others look up to.

GF22

I pay attention to my performance in public.^a

GF23

I am concerned about whether what I do accords with my identity.

GF24

I am concerned about whether my behavior meets the social norms.

GF25

If I do something indecent, I will feel embarrassed.