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 MoreFeatured
Linguistic Antecedents of Anthropomorphism
N. Alican Mecit, HEC Paris, France
tina m. lowrey, HEC Paris, France
L. J. Shrum, HEC Paris, France
Featured
Algorithm Attraction versus Aversion: The Role of the Perceived Self-Efficacy of the Decision Maker
Gizem Yalcin, Erasmus University Rotterdam, The Netherlands
Anne-Kathrin Klesse, Erasmus University Rotterdam, The Netherlands
Darren Dahl, University of British Columbia, Canada
Featured
How Matte Product Surface Enhances Perceived Durability
Taehoon Park, University of South Carolina, USA
Junghan Kim, Singapore Management University, Singapore