What is it about?
There is a lot of research that shows that people who wear luxury brands are given favorable treatment, are deemed more deserving of a higher salary, and are more attractive as dates. However, this research shows that this is not always the case. Although luxury consumers have greater status, they are also viewed as less warm. As a consequence, luxury consumers are avoided in social interactions when friendliness and being a people-person are important characteristics.
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Why is it important?
This work is important because most work on luxury consumption demonstrates that wearing luxury brands has favorable outcomes. This demonstrates when and why wearing luxury brands can backfire in social interactions.
Perspectives
I think the topic of luxury consumption is important, especially when income inequality in the United States is growing more than ever. Perceptions of luxury consumers in this day and age are much more complex than ever.
Christopher Cannon
Northwestern University
Read the Original
This page is a summary of: The Dark Side of Luxury: Social Costs of Luxury Consumption, Personality and Social Psychology Bulletin, September 2018, SAGE Publications,
DOI: 10.1177/0146167218796790.
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