The Rise of Inconspicuous Consumption

Jonathan Wilson, University of Greenwich, UK
Giana Eckhardt, Suffolk University, USA
Russell Belk, York University, Canada
Inconspicuous consumption – where brand signals are not readily apparent, available or visible to most consumers – is on the rise, even in Asia, which has typically favored conspicuous brands. This appears to be an oxymoron which challenges conventional branding theory; we argue it is redefining constructs such as luxury and class.
[ to cite ]:
Jonathan Wilson, Giana Eckhardt, and Russell Belk (2013) ,"The Rise of Inconspicuous Consumption", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 202-203.