17P Shopping versus Owning: Moral Judgments of Luxury Consumption in Different Consumption Stages

• In Event: Working Paper Session & Reception
  In Working Paper Session: 17. Financial Decision Making

Short Abstract

We test how observers judge consumers’ moral character in different stages of luxury consumption. Consumers are viewed more negatively when shopping for luxury goods than when owning the same luxury goods. This research extends prior findings by studying moral judgments of consumption while simultaneously exploring consumption as a multi-stage process.

Authors

• Tianjiao Yu, Washington University, USA

• Cynthia Cryder, Washington University, USA

• Sydney Scott, Washington University, USA