The Less in Luxury: Luxury Consumption and Word-Of-Mouth Inhibition

Luxury consumption allows people to communicate status, expertise, and mate value to observer without having to directly engage the observers, but how do people communicate their luxuries outside of observation and ultimately directly to others? Our work suggest that people downplay their consumption due to impression management concerns.


Denny Huynh and Tanya Chartrand (2021) ,"The Less in Luxury: Luxury Consumption and Word-Of-Mouth Inhibition", 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: 927-927.


Denny Huynh, Duke University
Tanya Chartrand, Duke University


NA - Advances in Consumer Research Volume 49 | 2021

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