Don’T Go Broke, Go Back in Time: Vintage, an Alternative Status Symbol

We identify the consumption of vintage products as a status-signaling alternative to luxury consumption. Exploring vintage and luxury side-by-side, several similarities and differences between the two categories emerge. We demonstrate that fashion confidence is a distinguishing driver of preferences for vintage goods.


Morgan Ward, Claudia Townsend, and Luke Nowlan (2015) ,"Don’T Go Broke, Go Back in Time: Vintage, an Alternative Status Symbol", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 142-146.


Morgan Ward, Southern Methodist University, USA
Claudia Townsend, University of Miami, USA
Luke Nowlan, University of Miami, USA


NA - Advances in Consumer Research Volume 43 | 2015

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