Conspicuous Consumption in a Recession: Toning It Down Or Turning It Up?

Joseph C. Nunes, University of Southern California, USA
Xavier Drèze, UCLA, USA
Young J. Han, University of Southern California, USA
The media concluded conspicuous consumption died during the recession. Ironically, products introduced during the recession by handbag manufacturers Louis Vuitton and Gucci display the brand far more prominently than those withdrawn during the same period. Not so for Hermès. Signaling status for certain consumers is shown to be recession-proof.
[ to cite ]:
Joseph C. Nunes, Xavier Drèze, and Young J. Han (2011) ,"Conspicuous Consumption in a Recession: Toning It Down Or Turning It Up?", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.