The Lure of a Product's Origin: How Upcycling Attracts Consumers

Four experiments demonstrate that origin (vs. outcome) appeals boost the demand for upcycled products because they increase consumers’ perceived status. Status, in turn, is driven by the history imbued in the products. Subtle (vs. visible) displays of origin generate higher status perceptions, which eventually results in greater demand.


Bernadette Kamleitner, Carina Thürridl, and Brett A.S. Martin (2017) ,"The Lure of a Product's Origin: How Upcycling Attracts Consumers", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 699-700.


Bernadette Kamleitner, Wirtschafts University, Austria
Carina Thürridl, Wirtschafts University, Austria
Brett A.S. Martin, Queensland University of Technology, Australia


NA - Advances in Consumer Research Volume 45 | 2017

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