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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 43 | 2015



Share Proceeding

Featured papers

See More

Featured

O8. Valuation and Allocation of Bought Time

Eisa Sahabeh Tabrizi, University of Southeast Norway
Marit Engeset, University of Southeast Norway
Luk Warlop, Norwegian School of Management, Norway

Read More

Featured

R2. Brand-to-Brand Communications: How Consumers React to Flattery Between Brands

Lingrui Zhou, Duke University, USA
Katherine Crain, Duke University, USA
Keisha Cutright, Duke University, USA

Read More

Featured

Brand’s Moral Character Predominates in Brand Perception and Evaluation

Mansur Khamitov, Nanyang Technological University, Singapore
Rod Duclos, Western University, 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.