Conspicuous Consumption, Relationships, and Rivals: Women's Luxury Products as Signals to Other Women

Wang, Yajin; Griskevicius, Vladas

doi:10.1086/673256

Cited by 355 publications

(275 citation statements)

References 59 publications

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“…As was identified in the literature, the desire to consume conspicuously is not only believed to enhance social status, but is also said to be individually useful, assisting in signalling to others to move towards or away from a person/environment (Wang & Griskevicius, 2014). Throughout all three interviews, all three HMs raised interesting discussions linking heavily to the sociological and economic background of the guests staying in their hotels, as well as those occupying the three specific rooms being investigation in this research.…”

Section: Creating the Experiencementioning

confidence: 84%

“…Price enhances exclusivity to separate those who can afford from those who cannot (McKinsey and co., 1990), ultimately differentiating the rich from the poor. Purchasers of high-priced goods and services enhance their perceived status compared to the rest of society (Veblen, 1899;Wang & Griskevicius, 2014). Figure 1 was devised as a visual representation of the interpretations made through reviewing the literature.…”

Section: The Binding Relationshipsmentioning

confidence: 99%

“…The research conducted by Wang and Griskevicius (2014) suggested that conspicuous consumption can attract or repel individuals from others, and this can also apply to hotels themselves. A hotel accommodating VIP guests from similar successful economic, cultural and political backgrounds may itself be an important marketing concept attracting guests who are, or aspire to be, part of the social elite.…”

Section: Creating the Experiencementioning

confidence: 99%

See 2 more Smart Citations

Price, exclusivity and luxury: Exploring London’s luxury hotels

Heyes

Lashley

2017

Research in Hospitality Management

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Section: Creating the Experiencementioning

confidence: 84%

Section: The Binding Relationshipsmentioning

confidence: 99%

Section: Creating the Experiencementioning

confidence: 99%

See 1 more Smart Citation

Price, exclusivity and luxury: Exploring London’s luxury hotels

Heyes

Lashley

2017

Research in Hospitality Management

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“…Women purchase conspicuous fashions primarily to deter rivals to their own current or potential romantic relationships (see, e.g., [12] [13]). For example, a recent study suggests that women may use luxury products to signal to other women that her romantic partner is especially committed to her [12].…”

Section: Ovulatory Shift Hypothesismentioning

confidence: 99%

“…That is, for mating purposes these women use fashion to create appearances that highlight their youth and physical attractiveness (see, e.g., [19] [20]), and they also use fashion to deter direct rivals from pursuing the romantic partners that have attracted their interest [12].…”

Section: Ovulatory Shift Hypothesismentioning

confidence: 99%

Attitudes and Preferences for Sex-Appealing Products by Vietnamese Women in Their Ovulation Cycle

Pham¹,

Vásquez²,

Felix³

2017

TEL

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This study investigates the impact of female sex hormones on women's consumption of fashion products. These hormones reach peak level when women are near ovulation, and this research examines how these hormones, when at peak level, influence women's attitudes and purchase intention towards sexy and revealing fashion products. The research is based on two theoretical frameworks: Ovulatory Shift Hypothesis (OSH) and Theory of Reasoned Action (TRA). Specifically, the OSH, based on the female ovulatory cycle, postulates that women change their sexual preferences for men with perceived good biological indicators of genetic fitness on the high-to-low fertility days of the cycle. Thus, these women may also exhibit increased mating interest and higher motivation to act in ways that would help secure a desirable partner. The theory of reasoned action sheds light on the indirect relationship between women's ovulatory period and their choice of apparel, with attitude as a mediator. A within-subject survey design was used to examine the proposed phenomenon. Vietnamese women were recruited for this specific study. In line with OSH, these study findings suggest that when near ovulation, women show more favorable attitudes and stronger purchase intention towards sexy and revealing fashion products. Further, as predicted by TRA, attitudes towards sexy and revealing fashion products mediate the relationship between ovulation and purchase intentions. The results of this study add to related streams of research which suggests that hormonal fluctuations influence consumers' attitudes and purchase intention. For managers, the results provide suggestions on how to target female consumers for sexy fashion products more effectively.

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Evolution and Consumer Psychology

Saad

2015

The Handbook of Evolutionary Psychology

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The consumer realm offers a window into our evolved human nature. Many consumer choices, preferences, and behaviors are rooted in one of four key Darwinian clusters: (1) survival (e.g., gustatory penchant for highly caloric foods); (2) mating (e.g., employing products as sexual signals); (3) kin selection (e.g., the effects of genetic relatedness and genetic assuredness on gift giving); and (4) reciprocal altruism (gift‐giving rituals among nonkin). The evolutionary lens provides consumer researchers important benefits including the ability to identify novel research questions, and greater interdisciplinarity, methodological pluralism, theoretical parsimony, and consilience. Homo consumericus cannot be entirely understood without acknowledging the evolutionary forces that have forged our minds and bodies.

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Conspicuous Consumption, Relationships, and Rivals: Women's Luxury Products as Signals to Other Women

Cited by 355 publications

References 59 publications

Price, exclusivity and luxury: Exploring London’s luxury hotels

Price, exclusivity and luxury: Exploring London’s luxury hotels

Attitudes and Preferences for Sex-Appealing Products by Vietnamese Women in Their Ovulation Cycle

Evolution and Consumer Psychology

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