Ironic consumption refers to using a product while trying to dissociate from the meaning or identity that the product normally signals. We investigate how people consume ironically, when an audience detects that a consumer is being ironic, and how ironic consumption influences the impressions that the consumer makes on others.
Caleb Warren and Gina S. Mohr (2017) ,"Ironic Consumption", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 952-954.
Caleb Warren, University of Arizona, USA
Gina S. Mohr, Colorado State University, USA
NA - Advances in Consumer Research Volume 45 | 2017
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Timothy Dewhirst, University of Guelph, Canada
Wonkyong Beth Lee, Western University, Canada
N12. Untangling Different Envy Episodes and their Effects on Brand Attitude
Kirla C Ferreira, EAESP-FGV, Brazil & City University of London, UK
Delane Botelho, EAESP-FGV
Suzana Valente Battistella-Lima, EAESP-FGV
J10. Transnational Consumer Lifestyle
zahra Sharifonnasabi, Queen Mary University of London
Fleura Bardhi, City University of London, UK