Bigger Is Not Always Better: the Influence of Spokesperson on Consumers’ Response to Conspicuous Consumption

The current research examines the presence of spokespersons as a moderator of consumers’ response to conspicuous products. Previous literature documented that low-status consumers evaluate conspicuous products more favorably compared to high-status consumers. However, building on this literature, when products are worn by others, such as spokespeople, this effect is proposed to reverse, with those with a low sense of status exhibiting a greater dislike of conspicuous products. This effect is argued to occur because the presence of conspicuous products on others elicits a threat to low-status consumers, which ironically decreases their evaluation of the conspicuous consumption they typically desire.

Citation:

Miao Hu and Derek Rucker (2011) ,"Bigger Is Not Always Better: the Influence of Spokesperson on Consumers’ Response to Conspicuous Consumption", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 340-341.