Interdependencies in consumer behavior stem from either status-seeking consumption orcompliance with social norms. This paper analyzes how a consumption act changes froma means to signal the consumer’s status to a means of norm compliance. It is shown thatsuch a transformation can only be...

Interdependencies in consumer behavior stem from either status-seeking consumption or compliance with social norms. This paper analyzes how a consumption act changes from a means to signal the consumer's status to a means of norm compliance. It is shown that such a transformation can only be...