Morgan Ward

Who they are

The work of Morgan Ward reaches this site through the paper listed below. The name is tied to Subtle Signal Decoding. Their paper reports: Experiments show subtle markers on high-end products are harder for observers to decode, so such products may be seen as cheaper.

Key papers

Berger, J., & Ward, M. (2010). Subtle signals of inconspicuous consumption. Journal of Consumer Research, 37(4), 555-569. What it reports: Experiments show subtle markers on high-end products are harder for observers to decode, so such products may be seen as cheaper. Authors' account: mainstream consumers prefer explicit symbols, while insiders use subtle cues to differentiate themselves from the mainstream and to signal to others in the know.

Key ideas

Subtle Signal Decoding: The finding that subtle brand markers are harder for general observers to decode.

---