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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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