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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

K10. The Acronym Effect: Acronym and Buzzword Use Lowers Consumer Persuasion

Sumitra Auschaitrakul, University of the Thai Chamber of Commerce
Dan King, University of Texas Rio Grande Valley, USA
Ashesh Mukherjee, McGill University, Canada

Read More

Featured

Worse is Bad: Asymmetric Inferences on Items and Assortments From Logically Equivalent Comparisons

Yoel Inbar, University of Toronto, Canada
Ellen Evers, University of California Berkeley, USA

Read More

Featured

Donate Today or Give Tomorrow? Adding a Time Delay Increases Donation Amount but not Willingness to Donate

Emily Powell, New York University, USA
Minah Jung, New York University, USA
Joachim Vosgerau, Bocconi University, Italy
Eyal Pe'er, Bar-Ilan University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.