You Drive a Porsche: Women (Men) Think You Must Be Tall (Short), Intelligent and Ambitious
We show that high-status products (e.g., Porsche) are an effective signal of desirable traits in men (e.g., intelligence, ambition). Interestingly, these products have opposing inferences about owner’s height: women perceive a male owning a high-status car to be relatively taller (shorter) than if the same male owned a low-status car.
Gad Saad and Tripat Gill (2014) ,"You Drive a Porsche: Women (Men) Think You Must Be Tall (Short), Intelligent and Ambitious", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 808-808.
Gad Saad, Concordia University, Canada
Tripat Gill, Wilfrid Laurier University, Canada
NA - Advances in Consumer Research Volume 42 | 2014
J5. Buy Better, Buy Less: Future Self-Continuity and Construal Level Affect Investment in Sustainable Consumer Products
Rebecca Peng, Northeastern University, USA
Daniele Mathras, Northeastern University, USA
Katherine Loveland, Xavier University
N4. Induction of Construal-Level Mindset via Surprise and the Follow-up Effect on Consumer Evaluations and Judgments
Atul A Kulkarni, University of Missouri, USA
Joëlle Vanhamme, EDHEC Business School, France
Sustainable Luxury: a Paradox or a Desirable Consumption?
Jennifer Jung Ah Sun, Columbia University, USA
Silvia Bellezza, Columbia University, USA
Neeru Paharia, Georgetown University, USA