Ironic Consumption

Caleb Warren, University of Arizona, USA
Gina S. Mohr, Colorado State University, USA
Ironic consumption refers to using a product while trying to dissociate from the meaning or identity that the product normally signals. We investigate how people consume ironically, when an audience detects that a consumer is being ironic, and how ironic consumption influences the impressions that the consumer makes on others.
[ to cite ]:
Caleb Warren and Gina S. Mohr (2017) ,"Ironic Consumption", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 952-954.