Leapfrogging Over the Joneses: Can Wealth Redistribution Reduce Conspicuous Consumption By Relatively Worse-Off Consumers?

Economists have argued that welfare redistribution may be the solution to encourage poor people to save money rather than spend it on positional goods. In three studies, we show that a more equal distribution of endowment in which most people are clustered around the mean can actually lead to more conspicuous consumption by people who are worse-off than the majority in the society. We further show that this is because conspicuous consumption enables relatively worse-off consumers to jump ahead of more people (and hence gain more status) in equal societies than in unequal ones.


Nailya Ordabayeva and Pierre Chandon (2008) ,"Leapfrogging Over the Joneses: Can Wealth Redistribution Reduce Conspicuous Consumption By Relatively Worse-Off Consumers?", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 959-959.


Nailya Ordabayeva, INSEAD, France
Pierre Chandon, INSEAD, France


NA - Advances in Consumer Research Volume 35 | 2008

Share Proceeding

Featured papers

See More


Analyzing the Perception of experiential luxury consumption of millennials on instagram: A new methodological approach

Marina Leban, ESCP Europe, France
Matthias Plennert, Friedrich-Alexander Universität Erlangen-Nürnberg

Read More


B1. Dynamic Pricing in Stationary Retailing - The Role of Consumer's Trust

Maximilian Clemens Pohst, Heinrich-Heine-University
Caspar Krampe, Heinrich-Heine-University
Peter Kenning, Heinrich-Heine-University

Read More


Does It Pay to Be Virtuous? Examining Whether and Why Firms Benefit From Their CSR Initiatives

Dionne A Nickerson, Georgia Tech, USA
Michael Lowe, Georgia Tech, USA
Adithya Pattabhiramaiah, Georgia Tech, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.