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Women's Luxury Products as Signals to Other Women

Tunca, Burak LU orcid and Yanar, Evrim (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)
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author
and
organization
publishing date
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}},
}