17-Q: When Saying Less Tells Me More: the Relation Between Socio-Economic Status (Ses) and Luxury Justification

This research examines whether luxury signalers justify their consumption, and how this influences the receiver’s perceptions. We show that high SES people justify their luxury consumption less, and that a lack of justification is perceived as indicating higher SES. However, this can lead to negative product and personality perceptions.



Citation:

Goedele Krekels, Sandor Czellar, David Dubois, Gilles Laurent, and Bruno Kocher (2017) ,"17-Q: When Saying Less Tells Me More: the Relation Between Socio-Economic Status (Ses) and Luxury Justification", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1041-1041.

Authors

Goedele Krekels, HEC Lausanne, Switzerland
Sandor Czellar, HEC Lausanne, Switzerland
David Dubois, INSEAD, France
Gilles Laurent, INSEEC Business School, France
Bruno Kocher, HEC Lausanne, Switzerland



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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