H7. Too Risky to Be Luxurious: Stigmatized Luxury Product Attributes Can Weaken Or Increase Social Risk to Determine Conspicuous Consumption

There are circumstances when conspicuous luxury consumption becomes socially stigmatized, and this overt display of luxury is actually harmful to the consumer. Two studies show that stigmatized product attributes (i.e., antisocial or distasteful) generally reduce purchase intentions, however, low social visibility can undermine social stigma, increasing luxury product purchase intentions.

Citation:

Jerry Lewis Grimes and Yan Meng (2018) ,"H7. Too Risky to Be Luxurious: Stigmatized Luxury Product Attributes Can Weaken Or Increase Social Risk to Determine Conspicuous Consumption", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 907-907.