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Burak Tunca . Photo

Burak Tunca

Senior lecturer

Burak Tunca . Photo

Women's Luxury Products as Signals to Other Women

Author

  • Burak Tunca
  • Evrim Yanar

Summary, in English

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.

Department/s

  • Marketing

Publishing year

2020-12-21

Language

English

Pages

227-238

Publication/Series

Journal of Marketing Behavior

Volume

4

Issue

2-4

Document type

Journal article

Publisher

Now Publishers Inc

Topic

  • Business Administration

Status

Published

ISBN/ISSN/Other

  • ISSN: 2326-5698