Don’T Go Broke, Go Back in Time: Vintage, an Alternative Status Symbol

Morgan Ward, Southern Methodist University, USA
Claudia Townsend, University of Miami, USA
Luke Nowlan, University of Miami, USA
We identify the consumption of vintage products as a status-signaling alternative to luxury consumption. Exploring vintage and luxury side-by-side, several similarities and differences between the two categories emerge. We demonstrate that fashion confidence is a distinguishing driver of preferences for vintage goods.
[ to cite ]:
Morgan Ward, Claudia Townsend, and Luke Nowlan (2015) ,"Don’T Go Broke, Go Back in Time: Vintage, an Alternative Status Symbol", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 142-146.