When Dress Does Not Impress: the Negative Effects of Using Luxury Goods

Lily Lin, California State University Los Angeles, USA
Karl Aquino, University of British Columbia, Canada
Contrary to the belief that luxury goods can improve one’s social attractiveness, we find that people’s (mis)usage of luxury goods can result in less positive impressions for the luxury user. The luxury user’s life goal (communion vs. agentic) is also identified as a mechanism that underlies these impressions.
[ to cite ]:
Lily Lin and Karl Aquino (2015) ,"When Dress Does Not Impress: the Negative Effects of Using Luxury Goods ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 613-614.