17P Shopping Versus Owning: Moral Judgments of Luxury Consumption in Different Consumption Stages
We test how observers judge consumers’ moral character in different stages of luxury consumption. Consumers are viewed more negatively when shopping for luxury goods than when owning the same luxury goods. This research extends prior findings by studying moral judgments of consumption while simultaneously exploring consumption as a multi-stage process.
Tianjiao Yu, Cynthia Cryder, and Sydney Scott (2019) ,"17P Shopping Versus Owning: Moral Judgments of Luxury Consumption in Different Consumption Stages", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 1002-1002.
Tianjiao Yu, Washington University, USA
Cynthia Cryder, Washington University, USA
Sydney Scott, Washington University, USA
NA - Advances in Consumer Research Volume 47 | 2019
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