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
How do observers judge the authenticity of a signaling consumer? For instance, punks signal with mohawks and piercings, but sometimes they are called poseurs. We suggest that observers judge the authenticity of a signaling consumer by inferring their willingness to accept the costs associated with their signal.
[ to cite ]:
Katherine M. Crain, James R. Bettman, and Mary Frances Luce (2017) ,"Signal With Cost: When and Why Identity Signals Are Perceived to Be Authentic", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 264-269.