Giana Eckhardt
Giana Eckhardt is a researcher and first author of the conceptual paper on the rise of inconspicuous consumption in the Journal of Marketing Management.
Who they are
The work of Giana Eckhardt reaches this site through the paper listed below. The name is tied to Inconspicuous Consumption. Their paper reports: Conceptual paper, wide-ranging synthesis of literature.
Key papers
Eckhardt, G. M., Belk, R. W., & Wilson, J. A. J. (2015). The rise of inconspicuous consumption. Journal of Marketing Management, 31(7-8), 807-826. What it reports: Conceptual paper, wide-ranging synthesis of literature. Attributes the rise of inconspicuous consumption to dilution of the signalling ability of traditional luxury goods, a preference for not appearing ostentatious in hard economic times, and a desire for sophistication and subtlety in design to distinguish oneself from a narrow group of peers. Decouples luxury from conspicuousness.
Key ideas
Inconspicuous Consumption: Consumption signalled through understated cues instead of loud branding.
Sources
- Eckhardt, G. M., Belk, R. W., & Wilson, J. A. J. (2015). The rise of inconspicuous consumption. Journal of Marketing Management, 31(7-8), 807-826.