How Pinning Nordstorm Means Buying Macys: the Relationship of Social Media, Self-Concept, and Consumption Behavior

Lauren Grewal, University of Pittsburgh, USA
Andrew Stephen, University of Pittsburgh, USA
Nicole Verrochi Coleman, University of Pittsburgh, USA
Social media provides an easy, accessible, outlet for self-expression. Two studies compare lay beliefs and actual behavior of individuals portraying themselves in social media, and demonstrates that the more “ideally” we portray ourselves, the less likely we are to endorse luxury goods—in opposition to both expectations and prior research.
[ to cite ]:
Lauren Grewal, Andrew Stephen, and Nicole Verrochi Coleman (2014) ,"How Pinning Nordstorm Means Buying Macys: the Relationship of Social Media, Self-Concept, and Consumption Behavior ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 785-785.