Conspicuous Consumption, Relationships and Rivals: Women’S Luxury Products As Signals to Other Women

Yajin Wang, University of Minnesota, USA
Vladas Griskevicius, University of Minnesota, USA
Does women’s conspicuous consumption have any function in relationships? We show that women use luxury products to signal to other women that a romantic partner is especially devoted to her. Women’s conspicuous consumption was triggered by a desire to guard her mate, and flaunting expensive products was effective at deterring romantic rivals.
[ to cite ]:
Yajin Wang and Vladas Griskevicius (2013) ,"Conspicuous Consumption, Relationships and Rivals: Women’S Luxury Products As Signals to Other Women", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.