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.
Citation:
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.
Authors
Sean Blair, Georgetown University, USA
Derek Rucker, Northwestern University, USA
Monika Lisjak, Arizona State University, USA
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
When the Face of Need Backfires: The Impact of Facial Emotional Expression on the Effectiveness of Cause-Related Advertisements
In-Hye Kang, University of Maryland, USA
Marijke Leliveld, University of Groningen, The Netherlands
Rosellina Ferraro, University of Maryland, USA
Featured
A Model of Consumer Self-Regulation Failure
Keith Wilcox, Columbia University, USA
Featured
N4. Induction of Construal-Level Mindset via Surprise and the Follow-up Effect on Consumer Evaluations and Judgments
Atul A Kulkarni, University of Missouri, USA
Joëlle Vanhamme, EDHEC Business School, France