Shop Cheap and Look Good: a Signaling Framework
Consumers who participate in stigmatized price-saving behaviors (e.g., couponing) send out costly signals that advertise their superior ability in coping with difficult and novel financial challenges and overall competence. The effect disappears when these behaviors are not performed organically and when the consumers are unlikely to possess the advertised traits.
Ryan Wang, Jennifer L Stoner, Barbara Loken, and Sophia Deulre Min (2019) ,"Shop Cheap and Look Good: a Signaling Framework", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 898-900.
Ryan Wang, University of Minnesota, USA
Jennifer L Stoner, University of North Dakota, USA
Barbara Loken, University of Minnesota, USA
Sophia Deulre Min, University of Northern Iowa, USA
NA - Advances in Consumer Research Volume 47 | 2019
Collaborative Work as Catalyst for Market Formation: The Case of the Ancestral Health Market
Burcak Ertimur, Fairleigh Dickinson University
Steven Chen, California State University, Fullerton
R4. Human Brands and Their Consumers: How Consumers Reform Brand Understandings Following Critical Incidents
Kimberley Mosher Preiksaitis, Siena College
Q5. Conceptualizing the Digital Experience in Luxury
Wided Batat, American University Beirut