While theories of signaling and conspicuous consumption suggest that more explicit markers facilitate communication, this article examines the utility of subtle signals. Four studies demonstrate that while less explicit branding increases the likelihood of misidentification (e.g., observers...

Does "familiarity breed contempt" or is "to know you is to love you"? In this research, we explore the role of familiarity in music choice. We show that although consumers say they would prefer to listen to unfamiliar music, in actuality familiarity with music positively predicts preference for...

Gift givers balance their goal to please recipients with gifts that match recipients’ preferences against their goal to signal relational closeness with gifts that demonstrate their knowledge of the recipient. Five studies in a gift registry context show that when close (vs. distant) givers...

Gift givers balance their goal to please recipients with gifts that match recipients preferences against their goal to signal relational closeness with gifts that demonstrate their knowledge of the recipient. Five studies in a gift registry context show that when close (vs. distant) givers...