Can You Rent High Status? the Relationship Between Luxury and Conspicuousness in Access-Based Consumption

Two studies explore status-driven motivations in access-based consumption. As long as others are in the dark whether a product is rented or owned, signaling with rental products leads to elevated feelings of status. However, similar to signaling with counterfeits, these status feelings come at the cost of feeling dishonest.



Citation:

Ulrike Kaiser and Emanuela Prandelli (2018) ,"Can You Rent High Status? the Relationship Between Luxury and Conspicuousness in Access-Based Consumption ", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 213-214.

Authors

Ulrike Kaiser, WU Vienna, Austria
Emanuela Prandelli, Bocconi University, Italy



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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