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
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