Signal With Cost: When and Why Identity Signals Are Perceived to Be Authentic

Katherine M. Crain, Duke University, USA
James R. Bettman, Duke University, USA
Mary Frances Luce, Duke University, USA
Punks signal with mohawks and piercings, but sometimes they are called poseurs. How do observers judge the authenticity of a signaling consumer? We suggest that observers judge a signaling consumer’s authenticity by inferring his or her willingness to accept the costs associated with his or her signal, which is directly moderated by the positivity of the identity being signaled.
[ to cite ]:
Katherine M. Crain, James R. Bettman, and Mary Frances Luce (2016) ,"Signal With Cost: When and Why Identity Signals Are Perceived to Be Authentic ", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 726-726.