Mixed Messages: the Variability of Conspicuous Consumption Activity and Interpretations Based on Audience Familiarity

Daniel Sheehan, Georgia Tech, USA
Sara Dommer, Georgia Tech, USA
As conspicuous consumption is simply a signal to others, characteristics of the audience will likely influence the message’s reception and interpretation. Three studies demonstrate that people are more (less) likely to engage in conspicuous consumption in the presence of strangers (friends), yet a stranger’s consumption is perceived as less genuine.
[ to cite ]:
Daniel Sheehan and Sara Dommer (2013) ,"Mixed Messages: the Variability of Conspicuous Consumption Activity and Interpretations Based on Audience Familiarity", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.