Subtle Signals of Inconspicuous Consumption

By Jonah A. Berger, Morgan K. Ward. 2010

558 citations recorded by the source corpus.

View Paper: https://www.semanticscholar.org/paper/0ebac88ea4ed97467dc5c42bc33a711bc06c7fbf

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Citations in the corpus

The rise of inconspicuous consumption (2015, unknown): “Stemming from some of the same forces, we see another development: the rise of inconspicuous brands -- brand signals that are not readily apparent or visible to most consumers (Berger and Ward 2010).”
Materialism: the good, the bad, and the ugly (2014, unknown): “Moreover, the products may symbolise personal characteristics, such as taste (Berger & Ward, 2010) or the importance of certain values (Ahuvia & Wong, 1995).”
Reconceptualizing materialism as identity goal pursuits: Functions, processes, and consequences (2013, unknown): “In addition, differences in cultural capital within cultures may lead to differences in appreciation for conspicuous consumption (Berger & Ward, 2010; Üstüner & Holt, 2010).”
All That Glitters Is Not Gold: How Others’ Status Influences the Effect of Power Distance Belief on Status Consumption (2016, unknown): “This argument is further supported by more recent empirical research demonstrating that consumption of status goods differs in public versus private situations (Berger and Ward 2010; Thompson and Norton 2011; Wang and Griskevicius 2014).”
The red sneakers effect: Inferring status and competence from signals of nonconformity. (2014, unknown): “Second, the current research extends findings on subtle ways to display status (Berger and Ward 2010; Han et al. 2010) by investigating a different kind of consumer behavior (e.g., not respecting a dress code, using a nonstandard presentation style).”
Explaining variation in conspicuous luxury consumption: An individual differences' perspective (2014, unknown): “Thus, for bandwagoners, explicit signals of recognition (Berger & Ward, 2010), such as popular luxury goods, confer status of being associated with the right status groups (and dissociated from non-status groups).”
Pleasure principles: A review of research on hedonic consumption (2013, unknown): “…in which “hedonic goods” are purchased for the non-hedonic objectives of status-seeking or identity-signaling (Belk, 1988; Levy, 1959; for more recent developments, see Ariely & Levav, 2000; Berger & Heath, 2007; Berger & Ward, 2010; Ferraro, Shiv, & Bettman, 2005; Ratner & Kahn, 2002).”
The Braggart's Dilemma: On the Social Rewards and Penalties of Advertising Prosocial Behavior (2015, background): “One way in which people may be able to convey their generosity without inciting suspicion is by recruiting others to help support a cause.”
How does consumers' Perception of Sports Stars' Personal Brand Promote Consumers’ brand love? A mediation model of global brand equity (2020, background): “Berger and Ward (2010) confirmed that people with more cultural capital in a particular domain prefer subtle signals that provide differentiation from the mainstream.”
When Posting About Products on Social Media Backfires: The Negative Effects of Consumer Identity Signaling on Product Interest (2019, background): “This finding is also in line with the research on identityconsistent behavior and expression (Berger and Ward 2010; Escalas and Bettman 2005; Oyserman 2009), which has found that, when people are not able to sufficiently signal their identities to others, they are motivated to further express,…”