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.



Citation:

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.

Authors

Meichen Dong, University of Texas at Arlington, USA
Ritesh Saini, University of Texas at Arlington, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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