Dishonest Conspicuous Consumption Leads to Social Costs Imposed By Social Equals
Three experiments show that dishonest conspicuous consumption – signalling more status than one truly has – leads to lower regard by others. Regard is lowest when the dishonest conspicuous consumer can surpass participants on the social ladder, suggesting the lower regard can be understood as a reaction to protect one's own status.
Samuel Franssens and Siegfried Dewitte (2015) ,"Dishonest Conspicuous Consumption Leads to Social Costs Imposed By Social Equals", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 524-525.
Samuel Franssens, Katholieke University Leuven, Belgium
Siegfried Dewitte, Katholieke University Leuven, Belgium
NA - Advances in Consumer Research Volume 43 | 2015
D7. ‘That’s (Not) My Business’: Examining Behavior, Interactions and Implications of Consumer Brand Advocates and Brand Adversaries in Social Media
Marcus Opitz, University of Vienna
Sabine Einwiller, University of Vienna
A Model of Consumer Self-Regulation Failure
Keith Wilcox, Columbia University, USA
Explaining the Attraction Effect: An Ambiguity-Attention-Applicability Framework
Sharlene He, Concordia University, Canada
Brian Sternthal, Northwestern University, USA