Lee, Seung Hwan; Luster, Sean - In: Journal of Consumer Marketing 32 (2015) 3, pp. 199-208
affinity. The goal of this research is to explore whether pursuit of prestigious goods increases consumers’ social affinity or … decreases their social affinity, and, more importantly, to understand the mechanisms that drive this process. Design … evoked stronger social affinity for the self than for the other. In Study 2, the authors showed that people evaluated …