The phenomenon of conspicuous consumption is not new. Veblen (1994, 1899) described conspicuous consumption as expensive, luxury consumption, which provides evidence of wealth and status. In post-modern society the primary objects of consumption have become images and experience used by the middle class and the masses to demonstrate uniqueness or similarity with significant others. This paper focuses on the bandwagon effect in conspicuous consumption. In the study the bandwagon effect is treated as increased demand for luxury goods due to their popularity, especially among famous people.
Participants and procedure
Three studies we...