You Have to Earn It, But I Don't: the Role of Monetary Fairness in Conspicuous Consumption

Sae Rom Lee, Pennsylvania State University, USA
Hans Baumgartner, Pennsylvania State University, USA
Karen Winterich, Pennsylvania State University, USA
Consumers evaluate others negatively when others engage in conspicuous consumption with money acquired unfairly due to the perceived invalidity of the prestige signal. However, consumers who themselves acquired money unfairly prefer to engage in conspicuous consumption to signal prestige. Consumers’ beliefs about the value of social justice moderate these effects.
[ to cite ]:
Sae Rom Lee, Hans Baumgartner, and Karen Winterich (2013) ,"You Have to Earn It, But I Don't: the Role of Monetary Fairness in Conspicuous Consumption", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.