Choosing to Conceal: an Investigation of the Impact of Social Influence on Luxury Consumption

Christine M. Bennett, Unversity of Minnesota
Jane EJ Ebert, University of Minnesota
Prior research finds people buy luxury items to signal status and wealth. In contrast the present research investigates when people conceal luxury purchases. Study 1 finds that consumers often conceal luxury purchases from others, especially when the item is expensive or an indulgence. Study 2 investigates the influence of type of friend (friend seen day-to-day or less often) on concealment and finds participants conceal a luxury purchase more from friends they see day-to-day than from those they see less often. Two additional studies explore the influence of effort expended by someone and their friend’s awareness of that effort on a person’s decision to conceal.
[ to cite ]:
Christine M. Bennett and Jane EJ Ebert (2007) ,"Choosing to Conceal: an Investigation of the Impact of Social Influence on Luxury Consumption", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 361-363.