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

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