Conspicuous Consumption, Relationships and Rivals: Women’S Luxury Products As Signals to Other Women

Does women’s conspicuous consumption have any function in relationships? We show that women use luxury products to signal to other women that a romantic partner is especially devoted to her. Women’s conspicuous consumption was triggered by a desire to guard her mate, and flaunting expensive products was effective at deterring romantic rivals.



Citation:

Yajin Wang and Vladas Griskevicius (2013) ,"Conspicuous Consumption, Relationships and Rivals: Women’S Luxury Products As Signals to Other Women", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .

Authors

Yajin Wang, University of Minnesota, USA
Vladas Griskevicius, University of Minnesota, USA



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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