Indulgent Consumption Signals Interpersonal Warmth

Three studies demonstrated that showcasing indulgent consumption can have a positive signaling function on one’s perceived warmth. Therefore, consumers also choose indulgent food items when they have the motivation to appear warm in front of others. These findings add to the literature of indulgent consumption and consumer signaling behavior.


Qing Tang, Kuangjie Zhang, and Xun (Irene) Huang (2020) ,"Indulgent Consumption Signals Interpersonal Warmth", 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: 1217-1217.


Qing Tang, Nanyang Technological University, Singapore
Kuangjie Zhang, Nanyang Technological University, Singapore
Xun (Irene) Huang, Nanyang Technological University, Singapore


NA - Advances in Consumer Research Volume 48 | 2020

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