Conspicuous Self-Control: When Status Motives Lead Consumers to Signal Restraint

Desire for status is often associated with indulgence, such as luxury spending. We tested the prediction that a desire for status can also lead to conspicuous self-control. Five studies showed that status motives have a positive effect on healthy food choice via desire to signal self-control, and highlight boundary conditions.


Aziza Caimile Jones, Kristina Durante, and Aparna A Labroo (2020) ,"Conspicuous Self-Control: When Status Motives Lead Consumers to Signal Restraint", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1124-1128.


Aziza Caimile Jones, Rutgers University, USA
Kristina Durante, Rutgers University, USA
Aparna A Labroo, Northwestern University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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