Impact of Consumption Related Bragging of Others on Consumers' Self-Presentation and Self-Perception

Tejvir Sekhon, Boston University, USA
Barbara Bickart, Boston University, USA
Remi Trudel, Boston University, USA
As consumption related bragging is becoming more pervasive, it is important to understand its effects. We show that consumers exposed to high status (as compared to low status) consumption experience posts of others mention higher status brands they own in a given product category and subsequently infer that this product category is more important to them.
[ to cite ]:
Tejvir Sekhon, Barbara Bickart, and Remi Trudel (2014) ,"Impact of Consumption Related Bragging of Others on Consumers' Self-Presentation and Self-Perception", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 810-810.