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.
Citation:
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.
Authors
Karan Pratap Singh Lohan, Hong Kong University of Science and Technology
Volume
NA - Advances in Consumer Research Volume 48 | 2020
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