Imagine All the People: the Consequences of Imagining Luxury Ownership

This paper finds a negative impact of imagining status-goods ownership on product interest, even when ease-of-imagination and mental elaboration are considered. Further, this effect is attenuated when imagining experiences with (as opposed to signaling with) the status good, suggesting that imagined ownership reduces purchase interest by making social costs salient.


Jeffrey Lee (2015) ,"Imagine All the People: the Consequences of Imagining Luxury Ownership", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 325-325.


Jeffrey Lee, Massachusetts Institute of Technology, USA


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

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