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.

Authors

Miao Hu, Northwestern University
Derek Rucker, Northwestern University



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

Round It Up: Preference Exists for Rounded Totals (PERT)

Varun Sharma, Bocconi University, Italy
aradhna krishna, University of Michigan, USA
Zachary Estes, Bocconi University, Italy

Read More

Featured

A1. Trusting and Acting on Chance Online

Shivaun Anderberg, University of Sydney, Australia
Ellen Garbarino, University of Sydney, Australia

Read More

Featured

P12. Disclosure of Project Risk in Crowdfunding

Jooyoung Park, Peking University
KEONGTAE KIM, Chinese University of Hong Kong, China

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.