The rise of inconspicuous consumption
Eckhardt, Belk and Wilson, Journal of Marketing Management 31(7-8), 2015 (online 2014), 807-826. 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.
Eckhardt, Belk and Wilson, Journal of Marketing Management 31(7-8), 2015 (online 2014), 807-826. 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.
Written from the abstract, 2026-11-07.
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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. doi:10.1080/0267257x.2014.989890 https://doi.org/10.1080/0267257x.2014.989890