Shivering for Status: When Cold Temperatures Increase Product Evaluation

While anecdotal evidence suggests that consumers maintain an association between high‐status products and cold temperature, no research has empirically examined this linkage. We propose and demonstrate that physical cold can indeed increase consumers’ perceptions of a product's status signaling and luxuriousness. We demonstrate this consequence can stem from tactile or visually induced temperatures and ultimately increase consumers’ overall evaluations of products. Finally, we highlight boundary conditions for when the effect is likely to manifest. Our findings offer theoretical contributions along with several practical implications for retailing, product design, brand management, and marketing communications.     

Evidence for two facets of pride in consumption: Findings from luxury brands

This paper documents the multifaceted nature of pride in consumer behavior. Drawing on recent psychological research on pride, we provide evidence for two separate facets of pride in consumption. In a series of studies, we propose a model wherein luxury brand consumption and pride are systematically interrelated. Whereas authentic (but not hubristic) pride leads to a heightened desire for luxury brands, hubristic (but not authentic) pride is the outcome of these purchases, and is the form of pride signaled to observers by these purchases. Further, we show that these effects are generally exacerbated for those low in narcissism. These findings shed new light on why consumers purchase luxury brands, highlighting a paradox: these purchases may be sought out of heightened feelings of accomplishment (and not arrogance), but they instead signal arrogance to others (rather than accomplishment).     

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.     

Conspicuous consumption in a recession: Toning it down or turning it up?

The 2008 recession reportedly led to the demise of conspicuous consumption with wealthy consumers abandoning luxury goods that prominently display their brands for more subdued designs. Utilizing data collected before and in the midst of the recession from designer handbag manufacturers, Louis Vuitton and Gucci, we find products introduced during the recession actually display the brand far more prominently than those products withdrawn. Data from Hermès and luxury ads in Vogue magazine also indicate manufacturers did not tone things down. Our results suggest conspicuous consumption endures in recessions; consumers who do not exit the luxury goods market are still interested in logo‐laden products.     

Counterfeit Luxury Consumption in a Social Context: The Effects on Females’ Moral Disengagement and Behavior

What happens when females use counterfeit luxury products in a social context? The authors show that counterfeit users view social interactions they have with other people as a possible signal that their counterfeit product has been judged to be an authentic luxury product (high authenticity signal) or a counterfeit product (low authenticity signal). Low authenticity signals trigger higher levels of social anxiety than do high authenticity signals. And, higher levels of social anxiety result in decreases in moral disengagement regarding counterfeit purchases. The end result is that low authenticity signals lead to lower purchase intentions and actual spending on counterfeit luxury goods compared to high authenticity signals. In a final study, the authors use these findings to develop a new anticounterfeit advertising strategy, and show it to be effective in reducing females’ interest in purchasing counterfeit luxury products in the future.