Subtle signals of inconspicuous consumption
Berger and Ward report four studies of subtle, understated brand signals. Less obvious branding made observers more likely to misjudge a product, such as taking an expensive item for a cheaper one, while consumers with deep knowledge of a product domain preferred the understated cues because they distinguish them from mainstream consumers and because they can read cues others miss. The preference was stronger when the product related closely to the buyer's identity and when the purchase was visible to others, which the authors take to indicate that the signalling is aimed at outside audiences.
Berger and Ward report four studies of subtle, understated brand signals. Less obvious branding made observers more likely to misjudge a product, such as taking an expensive item for a cheaper one, while consumers with deep knowledge of a product domain preferred the understated cues because they distinguish them from mainstream consumers and because they can read cues others miss. The preference was stronger when the product related closely to the buyer's identity and when the purchase was visible to others, which the authors take to indicate that the signalling is aimed at outside audiences.
Written from the abstract (RePEc record), 2026-11-01.
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Berger, J., & Ward, M. (2010). Subtle signals of inconspicuous consumption. Journal of Consumer Research, 37(4), 555-569. doi:10.1086/655445 https://doi.org/10.1086/655445