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
G3. Warm or Cold? The Effect of Color Temperature of Logo on Evaluation of For-Profits and Nonprofits
Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Sungkyunkwan University
Consuming Products with Experiences: Why and When Consumers Want Mementos
Charlene Chu, Chapman University
Suzanne Shu, University of California Los Angeles, USA
Mispredicting Reactions to Gambling Losses and Their Impact on Consumer Choice
Ernest Baskin, Yale University, USA
Nathan Novemsky, Yale University, USA
Robyn LeBoeuf, Washington University, USA