根据社会比较理论，为了让个人评价自己，他必须将自己的生活与其他个体的生活进行比较(Festinger, 1954)。这主要发生在一个人没有目标的时候，他可以用来评估他的生活，因此，试着将他的生活和其他个体的生活进行比较，以评估他的能力。这是一个向上的驱动力，在一个单一的方向上移动，使个人在使用其他个体的能力来反映他们的生活时，减少他们的占有。当人们获得知识的时候，他们倾向于比较和思考他们的想法。然而，有些情况下，个人会比较他们的生活与他们的地位稍微低于他们的人，但通常并不常见，因为人们总是喜欢与他们崇拜的偶像或个人联系在一起，比如名人。积极的比较，即消费者将他们的生活与他们的生活略微高于他们的生活相比，这极大地影响了他们的财产和消费者购买某些时尚和奢侈品牌的能力(Ogden和Venkat, 2001)。这是因为当他们与其他个体发生互动时，他们就会变得具有世界意识，而其他个体的生活将很容易影响他们的生活(Achenreiner, 1997)。与著名的媒体人员和朋友进行社会比较，对一些著名的广告进行追踪，同伴的压力是规范性的，人与人之间的交流积极地影响着个人对世俗财产的依恋(Chan和Prendergast, 2007)。在世界上，Michael Kors品牌是非常赚钱的，在时尚和奢侈品方面他们占据了更高的地位。人们购买这个品牌是为了给其他个人留下深刻印象，因为这个品牌代表了任何其他人都想拥有的地位。这使得那些不那么富有的人购买这个品牌，从而使他们能够适应富人的地位，并被他们所接受(Husic和Cicic, 2009)。
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).