Steer Away From Joneses-The Role of In-Group Versus Out-Group Sources on Conspicuous Consumption
Recommendations often inform consumer choice. However, we demonstrate that, in conspicuous-consumption contexts, consumers display distinctiveness by diverging from recommendations of close-others. This is driven by extrinsic signaling motivations. When such motivations are curbed, or compensated by alternative forms of distinctiveness, consumers become more conforming.
Meichen Dong and Ritesh Saini (2019) ,"Steer Away From Joneses-The Role of In-Group Versus Out-Group Sources on Conspicuous Consumption", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 541-542.
Meichen Dong, University of Texas at Arlington, USA
Ritesh Saini, University of Texas at Arlington, USA
NA - Advances in Consumer Research Volume 47 | 2019
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