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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

A10. Opting Opt-in or Out? Effects of Defaults on Perceived Control and Valuation of Personal Data

Iris van Ooijen, University of Twente

Read More

Featured

Consumers' response to branded longevity

Anthony Moussa, Paris School of Business
Virginie de Barnier, IAE AIX MARSEILLE UNIVERSITY

Read More

Featured

Brands as Complex Social Processes

Andrea Hemetsberger, University of Innsbruck, Austria
Hans Mühlbacher, International University of Monaco
Eric J Arnould, Aalto University, Finland

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.