Hiding in Plain Sight- Low Self-Concept Clarity and Ironic Consumption

Ironic consumption allows consumers to signal different meanings- one to people who detect the irony and one to those who don’t. Low self-concept clarity consumers are attracted to this dual (ambiguous) signal since it insulates them from the risk of self-instability as well as disapproval from others.


Karan Pratap Singh Lohan (2020) ,"Hiding in Plain Sight- Low Self-Concept Clarity and Ironic 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: 1233-1233.


Karan Pratap Singh Lohan, Hong Kong University of Science and Technology


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


So-Bad-It’s-Good: When Consumers Prefer Bad Options

Evan Weingarten, University of California San Diego, USA
Amit Bhattacharjee, Erasmus University Rotterdam, The Netherlands
Patti Williams, University of Pennsylvania, USA

Read More


Both Good from Afar…and Far from Good? Mental Representation Changes Consumer Preference for Products from a Brand with a Reputation for Innovativeness

Jeff Larson, Brigham Young University, USA
Kelly Goldsmith, Vanderbilt University, USA
BJ Allen, University of Arkansas, USA

Read More


Paper Box or Plastic bag? Structural Package Design Elements Affect Health Perception and Consumption.

Joyce De Temmerman, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium

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.