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.
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.
Jerry Lewis Grimes, Grenoble Ecole de Management
Yan Meng, Grenoble Ecole de Management
NA - Advances in Consumer Research Volume 46 | 2018
C1. Promoting Subjective Preferences in Simple Choices During Sleep
Sizhi Ai, First Affiliated Hospital of Xinxiang Medical University
Yunlu Yin, University of Hong Kong
Yu Chen, Peking University
Lin Lu, Peking University
Lusha Zhu, Peking University
Jie Shi, Peking University
Brand Relationships in a "Post-Fact” World
Luciana Velloso, York University, Canada
Eileen Fischer, York University, Canada
D12. Future Decisions and Temporal Contiguity Cues: When Absence of Temporal Contiguity Cues Increases Online Reviews’ Persuasiveness.
Francesco Zanibellato, Ca' Foscari University, Venice, Italy