İstanbul Arel Üniversitesi İletişim Çalışmaları Dergisi

Yazarlar: Gökhan AYDIN, Bilge KARAMEHMET

Konular:Sosyal

Anahtar Kelimeler:Conspicuous consumption,Luxury consumption,Experimental study,Costly signaling

Özet: This study analyzes the use of conspicuous luxury good purchase intention motives and behavior from a social point of view. Using luxury goods as a signaling tool to impress and attract the opposite sex is a common phenomenon observed in various cultures especially in younger generations. An experimental study was carried out to understand conspicuous consumption intention among men and women. Data from a total of 208 subjects from Y-gcneration were collected following the experiment. The findings lead us to the conclusion that men intend to spend more on conspicuous goods when they are in a romantic/mating mind-set, which can be considered as a signaling tool to attract women. On the other hand, no similar motive was observed among women.

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