Impact of Consumption Related Bragging of Others on Consumers' Self-Presentation and Self-Perception

As consumption related bragging is becoming more pervasive, it is important to understand its effects. We show that consumers exposed to high status (as compared to low status) consumption experience posts of others mention higher status brands they own in a given product category and subsequently infer that this product category is more important to them.


Tejvir Sekhon, Barbara Bickart, and Remi Trudel (2014) ,"Impact of Consumption Related Bragging of Others on Consumers' Self-Presentation and Self-Perception", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 810-810.


Tejvir Sekhon, Boston University, USA
Barbara Bickart, Boston University, USA
Remi Trudel, Boston University, USA


NA - Advances in Consumer Research Volume 42 | 2014

Share Proceeding

Featured papers

See More


The Slippery Slope of Green Consumption: The Nonlinear Effects of Social Class

Li YAN, Monash University, Australia
Hean Tat Keh, Monash University, Australia
Jiemiao Chen, Monash University, Australia

Read More


When Implementation Intentions Backfire: Illusion of Goal Progress in Financial Decisions

Linda Court Salisbury, Boston College, USA
Gergana Y. Nenkov, Boston College, USA
Min Zhao, Boston College, USA

Read More


O7. Helpful Mental Shortcuts or a Shortcut to Bias? Two Perspectives on Heuristics and One New Direction for Consumer Research

Carly Drake, University of Calgary, Canada
Mehdi Mourali, University of Calgary, Canada

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.