When Modesty Pays

Conspicuous consumption allows people to signal status, which is advantageous for attaining resources and social influence. However, we find that status-signalers are perceived as self-interested, rendering status-signaling disadvantageous for cooperation. Across six studies (N=1,824), this paper examines when people choose modesty and the advantages of remaining modest in cooperative contexts.


Shalena Srna, Alix Barasch, and Deborah Small (2017) ,"When Modesty Pays", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 68-73.


Shalena Srna, University of Pennsylvania, USA
Alix Barasch, New York University, USA
Deborah Small, University of Pennsylvania, USA


NA - Advances in Consumer Research Volume 45 | 2017

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