Women's Luxury Products as Signals to Other Women
(2020) In Journal of Marketing Behavior 4(2-4). p.227-238- 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 that 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... (More)
- 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 that 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. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/805aff4a-857a-4ce8-9d3c-aa19a802ee20
- author
- Tunca, Burak LU and Yanar, Evrim
- organization
- publishing date
- 2020-12-21
- type
- Contribution to journal
- publication status
- published
- subject
- in
- Journal of Marketing Behavior
- volume
- 4
- issue
- 2-4
- pages
- 227 - 238
- publisher
- Now Publishers Inc
- ISSN
- 2326-5698
- DOI
- 10.1561/107.00000066
- language
- English
- LU publication?
- yes
- id
- 805aff4a-857a-4ce8-9d3c-aa19a802ee20
- date added to LUP
- 2021-01-15 18:53:32
- date last changed
- 2021-05-19 15:17:20
@article{805aff4a-857a-4ce8-9d3c-aa19a802ee20, 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 that 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.}}, author = {{Tunca, Burak and Yanar, Evrim}}, issn = {{2326-5698}}, language = {{eng}}, month = {{12}}, number = {{2-4}}, pages = {{227--238}}, publisher = {{Now Publishers Inc}}, series = {{Journal of Marketing Behavior}}, title = {{Women's Luxury Products as Signals to Other Women}}, url = {{https://lup.lub.lu.se/search/files/97968923/Tunca_Yanar2020_authors_version.pdf}}, doi = {{10.1561/107.00000066}}, volume = {{4}}, year = {{2020}}, }