What Do Economically Costly Signals Signal?: a Life History Framework for Interpreting Conspicuous Consumption

Populated Places and Conspicuous Consumption: High Population Density Cues Predict Consumers' Luxury-Linked Brand Attitudes

Population density has been identified as an ecological factor with considerable behavioral implications. The present research aimed to examine whether the mere perception of more (vs. less) populated places can change consumers' luxury-linked brand attitudes. To this end, we experimentally manipulated consumers' perceptions of population density using pictorial exposure to high (vs. low) population density cues. The results revealed a significant interaction between manipulated population density and perceived brand luxury on brand attitudes. Specifically, exposure to high rather than low population density cues resulted in more positive (negative) attitudes toward brands deemed to be more (less) luxurious. These findings support our prediction that high population density cues can shift people's perceptions in consumption contexts linked to luxury. Our work contributes to the growing stream of literature on population density and suggests that this (geo-) demographic factor can exert important downstream effects on consumer behavior.

Phenotypic Mimicry Distinguishes Cues of Mating Competition From Paternal Investment in Men's Conspicuous Consumption

Evolutionary psychologists propose that men's conspicuous consumption facilitates mate attraction because it predicts resource investment in offspring. This article elaborates on the ultimate functions of men's luxury displays based on Life History Theory. Three studies provide evidence for phenotypic mimicry, in which consumer product features mimicking male secondary sex characteristics indicate investment in mating competition, at the expense of paternal investment. Men owning shirts with larger luxury brand logos were rated higher on mating effort, lower on parental investment, higher on interest in brief sexual affairs, lower on interest in long-term committed romantic relationships, higher in attractiveness to women for brief sexual affairs, lower in attractiveness to women for long-term committed relationships, and higher in developmental environment unpredictability compared with men owning shirts displaying a smaller logo. Participants recognized the strategic use of luxury display properties across social contexts but did not consistently associate product properties with owners' physiological characteristics.