7L Parenthood Increases Desire For Conspicuous Luxury Goods

Little is known about how parenthood influences consumer behavior. A series of studies show that parenthood—manipulated or measured—leads to enhanced desire for certain kinds of products. Parenthood increased desire specifically for conspicuous luxury goods because parents believe that their social status impacts the social status of another person.


Aziza Caimile Jones, Kristina Durante, Sarah Hill, and Hannah Bradshaw (2019) ,"7L Parenthood Increases Desire For Conspicuous Luxury Goods", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 977-977.


Aziza Caimile Jones, Rutgers University, USA
Kristina Durante, Rutgers University, USA
Sarah Hill, Texas Christian University, USA
Hannah Bradshaw, Texas Christian University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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