Did They Earn It? Observing Unearned Luxury Consumption Decreases Brand Attitude When Observers Value Fairness

People frequently observe others’ consumption, making inferences about both the consumer and the consumed brands. Although these observations are often beneficial for brands, this research demonstrates that observing luxury brand consumers whose consumption arose from unearned (vs. earned) financial resources reduces observers’ brand attitudes when observers place a high value on fairness. When fairness values are high, observers do not perceive luxury brand consumers who use unearned (vs. earned) consumption resources as prestigious, and in turn, lower prestige perceptions adversely affect observers’ brand evaluations for luxury brands. Consistent with our theorizing regarding the signaling of prestige, the joint effect of consumers’ consumption resources and observers’ fairness values on observers’ brand attitudes does not hold for nonluxury brands, which are not associated with prestige and thereby are not denigrated when the consumer is not perceived as prestigious. This research sheds light on the role of moral values in marketplace judgments of luxury consumption and brand attitude by considering the influence of consumption resources on observers’ judgments.     

Personal and communal resilience in communities exposed to missile attacks: Does intensity of exposure matter?

Based on the salutogenic model, this study aimed to examine the role of personal and communal resiliency in reducing individuals’ psychological distress when facing intensive missile attacks. We examined the relationships between these resources and psychological distress in communities which were exposed to different intensities of attacks. Data was gathered via anonymous self-report questionnaires from 843 adults during the period from one week to one month after intensive attacks in southern Israel. Questionnaires included demographic data as well as sense of coherence (SOC), community resiliency and psychological distress. Differences in levels of resiliency and distress were found among the groups with different ‘exposure levels’. Moreover, only personal resilience SOC explained psychological distress in the entire population, while community resiliency had no effect. Results are discussed on the basis of the salutogenic model with implications for developments of interventions with populations who are exposed to differing intensities of missile attacks.