Conspicuous Consumption and Perceived Risk

Matteo Giorda, ESCP Europe - Paris Campus
Marcelo Vinhal Nepomuceno, ESCP Europe - Paris Campus
Minas Kastanakis, ESCP Europe - London Campus
This paper investigates the relationship between conspicuous consumption and perceived risk. The study explores whether perceived risk increases when individuals hear negative comments from an unknown source. The findings demonstrate that the Veblen and Bandwagon dimensions of conspicuous consumption relate strongly with social risk, though in quite opposite fashion.
[ to cite ]:
Matteo Giorda, Marcelo Vinhal Nepomuceno, and Minas Kastanakis (2014) ,"Conspicuous Consumption and Perceived Risk", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 785-785.