Judging a Book By Its Cover: How Consumers Perceive Conspicuous Consumption By Others

Maura L. Scott, University of Kentucky, USA
Martin Mende, University of Kentucky, USA
Lisa E. Bolton, Pennsylvania State University, USA
During tough economic times, consumers are increasingly sensitive to a seller’s conspicuous consumption. Five studies examine how conspicuous consumption affects person perception, proposing that consumers infer personal characteristics from conspicuous consumption, which affect attitudes and downstream behaviors toward that seller, and that such inferences are moderated by the presence and nature of a commercial relationship.
[ to cite ]:
Maura L. Scott, Martin Mende, and Lisa E. Bolton (2011) ,"Judging a Book By Its Cover: How Consumers Perceive Conspicuous Consumption By Others", 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.