When Saying Less Tells More: the Impact of Socio-Economic Status on Justifying Luxury Consumption

When a person sends a signal by using a luxury brand, another person may acknowledge receiving the signal. Will the signaler then offer a justification? And how will this justification (or lack of) be perceived? The answers depend on the socio-economic status of both the signaler and the receiver.


Goedele Krekels, Sandor Czellar, David Dubois, Gilles Laurent, and Bruno Kocher (2020) ,"When Saying Less Tells More: the Impact of Socio-Economic Status on Justifying Luxury Consumption", 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: 86-89.


Goedele Krekels, IÉSEG School of Management, France
Sandor Czellar, HEC Lausanne, Switzerland
David Dubois, INSEAD, France
Gilles Laurent, ESSEC Business School
Bruno Kocher, University of Neuchâtel


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


Consumer Identity in the Flesh: Lactose Intolerance and the Erupting Body

Kushagra Bhatnagar, Aalto University, Finland
Jack Tillotson, Liverpool John Moores University
Sammy Toyoki, Aalto University, Finland

Read More


Consuming Commodified Selves – Accelerated Identity Co-Construction Dynamics Through Fashion Performances on Instagram

Jonathan David Schöps, University of Innsbruck, Austria

Read More


Unobserved Altruism: How Social- And Self-Signaling Motivations Shape Willingness to Donate

Jennifer Savary, University of Arizona, USA
Kelly Goldsmith, Vanderbilt University, USA

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.