When Diamonds Are Not the Poor’S Best Friend: How the Poor Deal With Unaffordables

Cara de Boer, Katholieke University Leuven, Belgium
Siegfried Dewitte, Katholieke University Leuven, Belgium
Wouter Vanhouche, Katholieke University Leuven, Belgium
In three studies we show that poor consumers devalue luxury products but only after autonomously refraining from purchasing them. We demonstrate that this devaluation is attribute rather than product driven. This suggests that exposure to luxury products may help the poor's resistance under some circumstances.
[ to cite ]:
Cara de Boer, Siegfried Dewitte, and Wouter Vanhouche (2012) ,"When Diamonds Are Not the Poor’S Best Friend: How the Poor Deal With Unaffordables", 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: 143-147.