<p>This study investigates the impact of appearance stereotype threat on conspicuous consumption, and the roles of social anxiety and self-affirmation in this relationship, using an experimental methodology. After completing the Appearance Stereotype Threat Scale and the Positive and Negative Affect Scale, 205 participants were randomly assigned to either the self-affirmation or non-self-affirmation group to complete the corresponding tasks. Subsequently, they completed the Social Anxiety Scale and the Conspicuous Consumption Tendency Scale. The findings revealed that: (1) Appearance stereotype threat significantly predicts conspicuous consumption; (2) Social anxiety mediates the effect of appearance stereotype threat on conspicuous consumption; (3) Self-affirmation buffers both the direct effect of appearance stereotype threat influencing conspicuous consumption and the indirect effect through which appearance stereotype threat affects conspicuous consumption via social anxiety. These results enrich the theoretical research on appearance stereotype threat and conspicuous consumption, offering a novel perspective and research direction for investigating the relationship between individual threat perception and material consumption.</p>