Gestalt-Switch of Luxury Products
Exploring Pitfalls of Inconsistent Value Expressions in Conspicuous Consumption
Bibliographic Data
| ID | 13014151 |
|---|---|
| Authors | Mario D Schultz (0000-0002-5622-3188, Franklin University Switzerland, corresponding author), Peter Seele (0000-0002-6456-4003, Università della Svizzera italiana) |
| Year | 2022 |
| Volume | 9 |
| Issue | 2-3 |
| Pages | 91-116 |
| Publication date | 2022-09-02 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Luxury (BOOK_SERIES) |
| Journal identifiers | ISSN: 2051-1817 • E-ISSN: 2051-1825 |
| Publisher | Taylor & Francis (PUBLISHER • GB) |
| DOI | 10.1080/20511817.2022.2185927 |
| OpenAlex | W4327596977 |
| Language | EN |
| References cited | 43 |
This study explores the ethicality of displaying luxury items in social interactions, integrating conspicuous consumption theory and functional theories of attitudes. We conceptualize the phenomenon of changing ethical perceptions (gestalt-switch) toward conspicuous consumption, building on data from two quantitative studies (N = 280). Study 1 employs ‘functional theories of attitudes’ (value-expressive and social-adjustive) to explore the link between social attitude functions and peoples’ ethical perception of luxury watch display. Informed by study 1, study 2 investigates how social attitude functions explain the ethical perception of wearing a luxury watch in specific interpersonal contexts. Using regression analysis, the study indicates a link between peoples’ ethical perception of conspicuously consuming luxury watches in social interactions and social attitude functions. Surprisingly, attitude functions cannot explain peoples’ ethical perceptions in social interactions with a transactional character. The results highlight that the attitude toward a luxury watch can change from desirable to undesirable (gestalt-switch), such that the bearer perceives the watch ostentation as unethical. Theorizing on this attitudinal change, we offer a contribution by emphasizing the conspicuous consumers striving for a harmonious gestalt or context-value-consistency when expressing personal values through a luxury watch
Business · Consistency (knowledge bases · Conspicuous consumption · Consumption (sociology · Context (archaeology · Emerging markets · Epistemology · Geography · Gestalt psychology · Interpersonal communication · Perception · Phenomenon · Social science · Sociology · Value (mathematics · Computer Science · Consumer Behavior in Brand Consumption and Identification · Ethics in Business and Education · Psychology · Psychology of Moral and Emotional Judgment · Social Psychology
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| Citation velocity | historical |
|---|---|
| Highly cited | No |