The Bragging Spectrum from Wealth to Altruism: Signaling by Consumption

Jeongmin Lee (), Wujin Chu () and Chris Baumann ()
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Jeongmin Lee: Gachon University
Wujin Chu: Seoul National University
Chris Baumann: Macquarie University

Chapter Chapter 4 in The Psychology Behind Design, 2024, pp 51-63 from Springer

Abstract: 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.

Date: 2024
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DOI: 10.1007/978-981-97-3426-9_4

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