Ironic Consumption
Ironic consumption refers to using a product (brand, style, behavior, etc.) with the intent of signaling a meaning (identity, message, belief, etc.) that reverses the conventional meaning of the product. We report five studies showing that people are more likely to think that a consumer is using a p...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Oxford University Press
2019
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |