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
When Sharing Isn’t Caring: The Influence of Seeking the Best on Sharing Favorable Word of Mouth about Unsatisfactory Purchases
Nicholas J. Olson, Texas A&M University, USA
Rohini Ahluwalia, University of Minnesota, USA
The Victory Effect: Is First-Place Seeking Stronger than Last-Place Aversion?
David Hardisty, University of British Columbia, Canada
Steven Shechter, University of British Columbia, Canada
Memory-Based Models of Predicting Inferences about Brand Quality
Yvetta Simonyan, University of Bath, UK
Dan Goldstein, Microsoft Research