Romantic Motives and Men’S Conspicuous Consumption: the Role of Materialism

Inge Lens, KU Leuven, Belgium
Luk Warlop, KU Leuven, Belgium and Norwegian Business School (BI), Norway
Mario Pandelaere, UGent, Belgium
What are the conditions under which men conspicuously consume to attract mates? Using real dating situations, we show that materialism predicts whether men rely on conspicuous consumption to attract women. Additional findings show that materialistic men choose partners who fulfil a similar function as conspicuously displayed status products.
[ to cite ]:
Inge Lens, Luk Warlop, and Mario Pandelaere (2012) ,"Romantic Motives and Men’S Conspicuous Consumption: the Role of Materialism", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 70-75.