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

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