Dishonest Conspicuous Consumption Leads to Social Costs Imposed By Social Equals

Samuel Franssens, Katholieke University Leuven, Belgium
Siegfried Dewitte, Katholieke University Leuven, Belgium
Three experiments show that dishonest conspicuous consumption – signalling more status than one truly has – leads to lower regard by others. Regard is lowest when the dishonest conspicuous consumer can surpass participants on the social ladder, suggesting the lower regard can be understood as a reaction to protect one's own status.
[ to cite ]:
Samuel Franssens and Siegfried Dewitte (2015) ,"Dishonest Conspicuous Consumption Leads to Social Costs Imposed By Social Equals", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 524-525.