Journal
JOURNAL OF BUSINESS RESEARCH
Volume 68, Issue 6, Pages 1341-1349Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2014.12.004
Keywords
Brand logo; Conspicuous consumption; Costly signaling theory; Status; Social interactions
Categories
Ask authors/readers for more resources
This research predicts that luxury versus non-luxury self-display enhances status and produces advantages in human social interactions. Across three experiments, findings support the following conclusions. First, luxury versus non-luxury brand logos associate positively with displayer wealth and status. Second, people wearing clothes with luxury brand logos receive preferential treatment over those not wearing luxury brand logos. Third, a person wearing a luxury brand logo while soliciting charitable donations receives larger contributions than a person not wearing a luxury brand logo. Fourth, cross-gender contexts are more effective than same-gender contexts for requester and target in influencing consumer donation behavior. Conclusion: luxury self-display may increase deference and compliance in presentations-of-self because conspicuous displays of luxury qualify as a costly signaling trait that elicits status-dependent favorable treatment in human social interactions. (C) 2014 Published by Elsevier Inc.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available