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The Bragging Spectrum from Wealth to Altruism: Signaling by Consumption

In: The Psychology Behind Design

Author

Listed:
  • Jeongmin Lee

    (Gachon University)

  • Wujin Chu

    (Seoul National University)

  • Chris Baumann

    (Macquarie University)

Abstract

What do you think is this “it” thing that makes a statement about me? It’s a Toyota PriusToyota Prius, a hybrid car. Let’s rewind the clock to 2007. The New York TimesTIME article revealed that 57% of Prius buyers purchased their vehicles for the status symbol, followed by 36% for economic motivation. What about those who had the planet’s best interest at heart, lower emissions, you may ask? They accounted for a mere 25%—quite a plot twist results for the survey that allowed multiple answers.

Suggested Citation

  • Jeongmin Lee & Wujin Chu & Chris Baumann, 2024. "The Bragging Spectrum from Wealth to Altruism: Signaling by Consumption," Springer Books, in: The Psychology Behind Design, chapter 0, pages 51-63, Springer.
    • Handle: RePEc:spr:sprchp:978-981-97-3426-9_4
    DOI: 10.1007/978-981-97-3426-9_4
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