Abstract
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.
| Original language | English |
|---|---|
| Pages (from-to) | 1341-1349 |
| Number of pages | 9 |
| Journal | Journal of Business Research |
| Volume | 68 |
| Issue number | 6 |
| DOIs | |
| Publication status | Published - 2015 Jun 1 |
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All Science Journal Classification (ASJC) codes
- Marketing
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Social benefits of brand logos in presentation of self in cross and same gender influence contexts. / Lee, Jieun; Ko, Eunju; Megehee, Carol M.
In: Journal of Business Research, Vol. 68, No. 6, 01.06.2015, p. 1341-1349.Research output: Contribution to journal › Article
TY - JOUR
T1 - Social benefits of brand logos in presentation of self in cross and same gender influence contexts
AU - Lee, Jieun
AU - Ko, Eunju
AU - Megehee, Carol M.
PY - 2015/6/1
Y1 - 2015/6/1
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=84926186587&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84926186587&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2014.12.004
DO - 10.1016/j.jbusres.2014.12.004
M3 - Article
AN - SCOPUS:84926186587
VL - 68
SP - 1341
EP - 1349
JO - Journal of Business Research
JF - Journal of Business Research
SN - 0148-2963
IS - 6
ER -