“Slim-As-Luxury” Effect: Product Shape As Input to Luxury Perceptions
A slim body shape is commonly associated with high status. We propose a generalized “slim-as-luxury” effect for products such that consumers evaluate slim (vs. normal-shaped) products as more luxurious. Five experiments tested this effect and pin down the underlying mechanism of generalized beliefs about social status and human body shape.
Citation:
Ji Jill Xiong, Yu Ding, and Gita Venkataramani Johar (2018) ,"“Slim-As-Luxury” Effect: Product Shape As Input to Luxury Perceptions", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 154-159.
Authors
Ji Jill Xiong, National University of Singapore, Singapore
Yu Ding, Columbia University, USA
Gita Venkataramani Johar, Columbia University, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
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