Indulgent Consumption Signals Interpersonal Warmth

Our research shows that indulgent consumption can signal interpersonal warmth. This is because indulgent consumption is perceived as what people genuinely want and boosts perceived authenticity of enjoyment. Five studies provide converging support for this proposition. Field evidence further shows a downstream consequence of this effect on promoting consumer engagement.


Qing Tang, Kuangjie Zhang, and Irene Huang (2021) ,"Indulgent Consumption Signals Interpersonal Warmth", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 334-335.


Qing Tang, Nanyang Technological University
Kuangjie Zhang, Nanyang Technological University
Irene Huang, Nanyang Technological University


NA - Advances in Consumer Research Volume 49 | 2021

Share Proceeding

Featured papers

See More


Do Altruistic Individuals "Share" More Contents on Social Media?

Travis Tae Oh, Columbia University, USA
Keith Wilcox, Columbia University, USA

Read More


To Touch or Not to Touch?: How Touch Influences Decision Confidence

Sang Kyu Park, University of Florida, USA
Yang Yang, University of Florida, USA

Read More


Time-of-Day Effects on Consumers’ Social Media Engagement

Ozum Zor, Rutgers University, USA
Kihyun Hannah Kim, Rutgers University, USA
Ashwani Monga, Rutgers University, USA

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.