The Art of Brand Name-Dropping: a Dual Attribution Model of Conspicuous Consumption

Christopher Cannon, Northwestern University, USA
Derek D. Rucker, Northwestern University, USA
The present research proposes a dual attribution model of conspicuous consumption. Name-dropping expensive luxury brands increases perception of status, but decreases likeability. Social outcomes depend on which of these signals observers use in their decision-making. However, these attributions are reversed when the brand name-dropper is perceived as aspirational.
[ to cite ]:
Christopher Cannon and Derek D. Rucker (2015) ,"The Art of Brand Name-Dropping: a Dual Attribution Model of Conspicuous Consumption", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 478-479.