How Pinning Nordstrom Means Buying Macys: the Relationship of Social Media, Self-Concept, and Luxury Purchase Intentions

Lauren Grewal, University of Pittsburgh, USA
Andrew Stephen, University of Pittsburgh, USA
Nicole Verrochi Coleman, University of Pittsburgh, USA
Visual social media provides an accessible outlet for engaging with luxury brands, psychological ownership, and social identity signaling. Our studies demonstrate that the more we engage with products that represent our ideal selves, the less likely we are to endorse luxury goods—in opposition to both expectations and prior research.
[ to cite ]:
Lauren Grewal, Andrew Stephen, and Nicole Verrochi Coleman (2015) ,"How Pinning Nordstrom Means Buying Macys: the Relationship of Social Media, Self-Concept, and Luxury Purchase Intentions", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 95-99.