Mixed Messages: the Variability of Conspicuous Consumption Activity and Interpretations Based on Audience Familiarity

As conspicuous consumption is simply a signal to others, characteristics of the audience will likely influence the message’s reception and interpretation. Three studies demonstrate that people are more (less) likely to engage in conspicuous consumption in the presence of strangers (friends), yet a stranger’s consumption is perceived as less genuine.



Citation:

Daniel Sheehan and Sara Dommer (2013) ,"Mixed Messages: the Variability of Conspicuous Consumption Activity and Interpretations Based on Audience Familiarity", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.

Authors

Daniel Sheehan, Georgia Tech, USA
Sara Dommer, Georgia Tech, USA



Volume

NA - Advances in Consumer Research Volume 41 | 2013



Share Proceeding

Featured papers

See More

Featured

A Slack-Based Account of Pain of Payment

Justin Pomerance, University of Colorado, USA
Nicholas Reinholtz, University of Colorado, USA

Read More

Featured

When People Stop Being Nice and Start Getting “Real”: Use of Identity Labels for Stigmatized Groups

Esther Uduehi, University of Pennsylvania, USA
Americus Reed, University of Pennsylvania, USA

Read More

Featured

Family Consumption Experiences Across Generations

Tandy Chalmers Thomas, Queens University, Canada
Linda L Price, University of Oregon, USA

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.