Women's Luxury Products as Signals to Other Women

Abstract

We present two preregistered replications of the paper by Wang and Griskevicius (2014), which reported that women flaunt luxury products to signal their partners' devotion, thereby guarding their relationships from rivals. In Study 1, which was a conceptual replication with real luxury brands, we did not observe an effect of luxury products on partner devotion but found that women assumed male partners contribute financial resources to women's luxury possessions. In Study 2, which was a direct replication with designer products, we observed a small-sized effect in the opposite direction, such that perceived partner devotion increased when women used nondesigner products. Similar to Study 1, perceived partner contribution to possessions was higher for designer products.

Noise in the process: Assessing the evidential value of mediation analyses in marketing journals

“…Although many successful conceptual replications of marketing studies have been published (Lynch et al 2015), it is noteworthy that a series of ten high-powered, preregistered, direct replications of Journal of Marketing Research and Journal of Consumer Research studies carried out by the research team of Leif Nelson and Joe Simmons (2019) resulted in only one unambiguously successful replication (Nelson 2021). We were also able to identify four additional preregistered, direct replications of studies that originally appeared in marketing journals (Tunca and Yanar 2020;Verschuere et al 2018;Ziano et al 2020;Ziano and Tunca forthcoming). All four failed to replicate the original findings.…”

Evaluating replicability of ten influential research on sensory marketing

“…This suggests that the effect size of the original findings would be inflated, and it is important to reevaluate the effect size by a high-powered replication study. Moreover, other researchers have failed to replicate the findings of consumer psychology (Tunca and Yanar, 2020;Tunca et al, 2022), even though some can be replicated (Sarstedt et al, 2017). For example, neither two findings that appeared in the Journal of Consumer Research (Dubois et al, 2011;Wang and Griskevicius, 2013) were unsuccessfully replicated (Tunca and Yanar, 2020;Tunca et al, 2022).…”

“…Moreover, other researchers have failed to replicate the findings of consumer psychology (Tunca and Yanar, 2020;Tunca et al, 2022), even though some can be replicated (Sarstedt et al, 2017). For example, neither two findings that appeared in the Journal of Consumer Research (Dubois et al, 2011;Wang and Griskevicius, 2013) were unsuccessfully replicated (Tunca and Yanar, 2020;Tunca et al, 2022). Moreover, it has been estimated that most of the process evidence in marketing obtained by mediation analyses is noisy and inadequately powered (Charlton et al, 2021).…”