Peacocks, Porsches and Thorstein Veblen: Conspicuous Consumption As a Mating Signaling System

Jill Sundie, University of Texas, San Antonio, USA
Kathleen Vohs, University of Minnesota, USA
Vladas Griskevicius, University of Minnesota, USA
Evolutionary research suggests that showy spending may be directed at mates. Building on this work, we investigated which individuals send such signals, which contexts trigger them, and how observers interpret them. Results show that conspicuous product displays are triggered by short-term mating motives and are displayed by men seeking uncommitted sex.
[ to cite ]:
Jill Sundie, Kathleen Vohs, and Vladas Griskevicius (2011) ,"Peacocks, Porsches and Thorstein Veblen: Conspicuous Consumption As a Mating Signaling System ", 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.