Skip navigation

The rise of inconspicuous consumption

The rise of inconspicuous consumption


Notice of Repository Upgrade

Greenwich Academic Literature Archive will be being upgraded between 16:00 18th February and 10:00 20th February. During this time user login will be disabled but publications will still be accessible for download, except for one or two brief periods.

We apologise for any inconvenience. Please contact for more information.

Wilson, Jonathan, Eckhardt, Giana and Belk, Russell (2013) The rise of inconspicuous consumption. In: European Conference of the Association of Consumer Research 2013, 4-7 Jul 2013, Barcelona, Spain. (Unpublished)

Full text not available from this repository.


Inconspicuous consumption – where brand signals are not readily apparent, available or visible to most consumers – is on the rise, even in Asia, which has typically favored conspicuous brand signaling. This appears to be an oxymoron which challenges conventional branding theory; we argue it’s redefining constructs such as luxury and class.

Item Type: Conference or Conference Paper (Paper)
Additional Information: [1] Presented under strand 5.3: Stigma, Mortality, and the Economy.
Uncontrolled Keywords: branding, luxury brands, luxury, class, Asia, conspicuous consumption, inconspicuous consumption, consumer culture theory, brand culture
Subjects: H Social Sciences > HF Commerce
Faculty / Department / Research Group: Faculty of Business > Department of Marketing, Events & Tourism
Related URLs:
Last Modified: 14 Oct 2016 09:26
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None

Actions (login required)

View Item View Item