Open AccessJournal Article
The Subtle Signals of Inconspicuous Consumption
Jonah Berger,Morgan K. Ward +1 more
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While theories of signaling and conspicuous consumption suggest that more explicit markers facilitate communication, the authors examines the utility of subtle signals and highlights the communication value of less explicit signals and discusses the implications for branding, signal persistence and the communication of identity.Abstract:
While theories of signaling and conspicuous consumption suggest that more explicit markers facilitate communication, this article examines the utility of subtle signals. Four studies demonstrate that while less explicit branding increases the likelihood of misidentification (e.g., observers confusing a high-end purchase for a cheaper alternative), people with more cultural capital in a particular domain prefer subtle signals because they provide differentiation from the mainstream. Such insiders have the necessary connoisseurship to decode the meaning of subtle signals that facilitate communication with others \"in the know.\" Consistent with the notion that these effects are driven by outward communication, they are stronger in identity-relevant product domains and situations where consumption is more public. This work highlights the communication value of less explicit signals and discusses the implications for branding, signal persistence, and the communication of identity. (c) 2010 by JOURNAL OF CONSUMER RESEARCH, Inc..read more
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The Presentation of Self in Everyday Life
TL;DR: For instance, in the case of an individual in the presence of others, it can be seen as a form of involuntary expressive behavior as discussed by the authors, where the individual will have to act so that he intentionally or unintentionally expresses himself, and the others will in turn have to be impressed in some way by him.
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Distinction: A Social Critique of the Judgement of Taste
TL;DR: In this article, a social critic of the judgement of taste is presented, and a "vulgar" critic of 'pure' criticiques is proposed to counter this critique.
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Possessions and the extended self.
TL;DR: In this paper, a variety of evidence is presented supporting this simple and compelling premise and implications for consumer behavior are derived for consumer behaviour because the construct of extended self involves consumer behavior rather than buyer behavior, it appears to be a much richer construct than previous formulations positing a relationship between selfconcept and consumer brand choice.
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Men and Women of the Corporation
TL;DR: Men and Women of the Corporation: The Population, Industrial Supply Corporation: Setting Roles And Images as discussed by the authors, Men and women of the corporation: The population, the setting roles and images, the players and the stage.