Conspicuously Insecure: When Conspicuous Consumption Backfires

Conspicuous consumption is often used to signal one’s achievements to others. This research identifies when it has the opposite effect, causing observers to infer that one is compensating for shortcomings. Specifically, results show that observers are more likely to perceive conspicuous consumption as compensation when they feel insecure themselves.


Sean Blair, Derek Rucker, and Monika Lisjak (2020) ,"Conspicuously Insecure: When Conspicuous Consumption Backfires", 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: 1000-1005.


Sean Blair, Georgetown University, USA
Derek Rucker, Northwestern University, USA
Monika Lisjak, Arizona State University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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