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Counter-Signaling and Status Attacks - When does consumption help to signal prestige?

Kreuzbauer, R and Cheong, B (2015) Counter-Signaling and Status Attacks - When does consumption help to signal prestige? In: Annual Conference of European Marketing Academy (EMAC) 2015, 2015-05-26 - 2015-05-29, Leuven, Belgium.

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Abstract

This research presents a series of studies, which show that luxury goods do neither signal power nor prestige when they are used in the context where ones status is attacked. Instead we demonstrate that showing a counter-signal, that is, the exact opposite from a luxury good (e.g. cheap and shabby clothes) can enhance a person’s perceived prestige if the signal is used as a response to when the person’s social status has been attacked. Our research helps to shed some light onto the partially conflicting findings that past research has been revealed about contents of signaling of luxury good.

Item Type: Conference or Workshop Item (Conference Paper)
Subjects : Marketing
Authors :
NameEmailORCID
Kreuzbauer, Rr.kreuzbauer@surrey.ac.ukUNSPECIFIED
Cheong, BUNSPECIFIEDUNSPECIFIED
Date : 26 May 2015
Copyright Disclaimer : © 2015, EMAC
Contributors :
ContributionNameEmailORCID
publisherEuropean Marketing Academy (EMAC), UNSPECIFIEDUNSPECIFIED
Related URLs :
Depositing User : Symplectic Elements
Date Deposited : 16 May 2017 15:38
Last Modified : 18 May 2017 13:13
URI: http://epubs.surrey.ac.uk/id/eprint/820979

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