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“Conspicuous consumption is the acquisition and visible display of luxury goods and services to demonstrate one’s ability to afford them” (Arnould et al., 2004 p.93). Research demonstrates that consumers buy branded products as solutions to practical problems. However, when engaging in conspicuous consumption, consumers buy branded products as symbols of their wealth (Piacentini & Mailer, 2004). They believe these products will give them a higher social standing and appearance; this is called status consumption (O’Cass & Frost, 2002). “The acquisition of material goods is one of the strongest measures of social success and achievement” (O’Cass & McEwen, 2004 p...
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