Signal With Cost: When and Why Identity Signals Are Perceived to Be Authentic

How do observers judge the authenticity of a signaling consumer? For instance, punks signal with mohawks and piercings, but sometimes they are called poseurs. We suggest that observers judge the authenticity of a signaling consumer by inferring their willingness to accept the costs associated with their signal.



Citation:

Katherine M. Crain, James R. Bettman, and Mary Frances Luce (2017) ,"Signal With Cost: When and Why Identity Signals Are Perceived to Be Authentic", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 264-269.

Authors

Katherine M. Crain, Duke University, USA
James R. Bettman, Duke University, USA
Mary Frances Luce, Duke University, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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