Signaling Versus Accumulating Wealth: For Children, Refraining From Spending Implies Poverty
Refraining from spending builds savings and wealth. Then why do people tend to spend too much and save too little? Spending signals wealth. This research finds that even four year-olds use spending as a signal of perceived wealth.
Citation:
Heather Kappes (2016) ,"Signaling Versus Accumulating Wealth: For Children, Refraining From Spending Implies Poverty", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 133-138.
Authors
Heather Kappes, London School of Economics and Political Science, UK
Volume
NA - Advances in Consumer Research Volume 44 | 2016
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