The Devil Wears Prada? How Luxury Consumption Influences Social Behaviors

Yajin Wang, University of Maryland, USA
Deborah Roedder John, University of Minnesota, USA
Vladas Griskevicius, University of Minnesota, USA
We propose that using luxury products boosts people’s perception of social status, which then alters their behavior. Four experiments show that luxury products trigger self-interested behavior. Additionally, we identify a theoretically-derived condition: luxury products can induce self-interested motives that lead people to behave altruistically under specific conditions.
[ to cite ]:
Yajin Wang, Deborah Roedder John, and Vladas Griskevicius (2015) ,"The Devil Wears Prada? How Luxury Consumption Influences Social Behaviors", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 142-146.