The Art of Brand Name-Dropping: a Dual Attribution Model of Conspicuous Consumption

The present research proposes a dual attribution model of conspicuous consumption. Name-dropping expensive luxury brands increases perception of status, but decreases likeability. Social outcomes depend on which of these signals observers use in their decision-making. However, these attributions are reversed when the brand name-dropper is perceived as aspirational.


Christopher Cannon and Derek D. Rucker (2015) ,"The Art of Brand Name-Dropping: a Dual Attribution Model of Conspicuous Consumption", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 478-479.


Christopher Cannon, Northwestern University, USA
Derek D. Rucker, Northwestern University, USA


NA - Advances in Consumer Research Volume 43 | 2015

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