Showing Off More For Less on Social Media: the Changing Dynamics of Conspicuous Consumption and Value While Renting

M. Eda Anlamlier, University of Illinois at Chicago, USA
Lez Trujillo Torres, University of Illinois at Chicago, USA
David Gal, University of Illinois at Chicago, USA
We examined consumers’ online display of status products when renting not owning. Preliminary analyses of the “Rent the Runway” hashtag in Instagram show a) use value for products remains high while exchange value is dramatically lower due to renting, and b) consumers conspicuously embrace the renting firm above specific brands.
[ to cite ]:
M. Eda Anlamlier, Lez Trujillo Torres, and David Gal (2016) ,"Showing Off More For Less on Social Media: the Changing Dynamics of Conspicuous Consumption and Value While Renting", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 718-718.