Inconspicuous consumption: Insiders vs. outsiders
Monday, June 21, 2010 - 17:30
in Mathematics & Economics
Why would a consumer spend $10,000 on a handbag that doesn't identify the brand, when most observers would confuse it with a $50 alternative? A new study in the Journal of Consumer Research finds that high-end consumers don't always want their consumption to be conspicuous.
