This research examines how core consumers of selective brands react when non–core users obtain access to the brand. Contrary to the view that non–core users and downward brand extensions pose a threat to the brand, this work investigates the conditions under which these non–core users...

This research examines how people react to nonconforming behaviors, such as entering a luxury boutique wearing gym clothes rather than an elegant outfit or wearing red sneakers in a professional setting. Nonconforming behaviors, as costly and visible signals, can act as a particular form of...

Consumers are often faced with the opportunity to purchase a new, enhanced product (e.g., a new phone), even though the device they currently own is still fully functional. We propose that consumers act more recklessly with their current products and are less concerned about losing or damaging...