14-I: Signaling Nothing: Conspicuous Anti-Consumption in Demarketing Contexts

This paper explores the link between status-signaling and demarketing. The anti-consumption resulting from demarketing strategies does not have a public display of virtuous behavior. We test whether an observable signal can motivate anti-consumption by providing status-signaling opportunity and whether this signal benefits the anti-consumer as well as the demarketing brand.



Citation:

Catherine Armstrong Soule and Tejvir Sekhon (2017) ,"14-I: Signaling Nothing: Conspicuous Anti-Consumption in Demarketing Contexts", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1012-1012.

Authors

Catherine Armstrong Soule, Western Washington University, USA
Tejvir Sekhon, Western Washington University, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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