Skip to main content
About HEC About HEC Faculty & Research Faculty & Research Master’s programs Master’s programs MBA Programs MBA Programs PhD Program PhD Program Executive Education Executive Education Summer School Summer School HEC Online HEC Online About HEC Overview Overview Who We Are Who We Are Egalité des chances Egalité des chances Career Center Career Center International International Campus Life Campus Life Stories Stories The HEC Foundation The HEC Foundation Faculty & Research Overview Overview Faculty Directory Faculty Directory Departments Departments Centers Centers Chairs Chairs Knowledge Knowledge Master’s programs Master in
Management Master in
Management
MSc International
Finance MSc International
Finance
Specialized
Masters Specialized
Masters
X-HEC
programs X-HEC
programs
Dual-Degree
programs Dual-Degree
programs
Visiting students Visiting students Certificates Certificates Student Life Student Life
MBA Programs MBA MBA EMBA EMBA TRIUM EMBA TRIUM EMBA PhD Program Overview Overview HEC Difference HEC Difference Program details Program details Research areas Research areas HEC Community HEC Community Placement Placement Job Market Job Market Admissions Admissions Financing Financing Executive Education Executive Masters Executive Masters Executive Certificates Executive Certificates Executive short programs Executive short programs Online Online Executive MBA Executive MBA Train your teams Train your teams Summer School Youth Leadership Initiative Youth Leadership Initiative Summer programs Summer programs Admissions Admissions FAQ FAQ HEC Online Overview Overview Degree Program Degree Program Executive certificates Executive certificates MOOCs MOOCs
Faculty & Research

Marketing Research Seminar: Manoj Thomas

04 Oct -
2019 -
11:00 am
Jouy-en-Josas
English

Participate

Ajouter au calendrier
2019-10-04T11:00:00 2019-10-19T20:09:45 Marketing Research Seminar: Manoj Thomas Manoj Thomas  Associate Professor of Marketing at Cornell University  https://www.johnson.cornell.edu/faculty-research/faculty/mkt27/ T Building  -  Room T020  The Malleable Morality of Conspicuous Consumption Conspicuous consumption has often been decried as immoral by many philosophers and scholars, yet it is ubiquitous and widely embraced. We resolve this apparent paradox by proposing that the perceived morality of conspicuous consumption is malleable, contingent upon how different moral lenses highlight the different characteristics embedded in the behavior. Utilizing the Moral Foundations Theory, we demonstrate that the individualizing values (i.e., equality and welfare) make people focus on the self-enhancing characteristics of conspicuous consumption, making it seem morally objectionable. However, the binding values (i.e., deference to authority, in-group loyalty, and purity) make people focus on the social identity signaling characteristic of conspicuous consumption, making it seem morally permissible. Thus, this research suggests that some moral values can, somewhat paradoxically, increase conspicuous consumption. Jouy-en-Josas

Manoj Thomas

 Associate Professor of Marketing at Cornell University 

https://www.johnson.cornell.edu/faculty-research/faculty/mkt27/

T Building  -  Room T020 

The Malleable Morality of Conspicuous Consumption

Conspicuous consumption has often been decried as immoral by many philosophers and scholars, yet it is ubiquitous and widely embraced. We resolve this apparent paradox by proposing that the perceived morality of conspicuous consumption is malleable, contingent upon how different moral lenses highlight the different characteristics embedded in the behavior. Utilizing the Moral Foundations Theory, we demonstrate that the individualizing values (i.e., equality and welfare) make people focus on the self-enhancing characteristics of conspicuous consumption, making it seem morally objectionable. However, the binding values (i.e., deference to authority, in-group loyalty, and purity) make people focus on the social identity signaling characteristic of conspicuous consumption, making it seem morally permissible. Thus, this research suggests that some moral values can, somewhat paradoxically, increase conspicuous consumption.

Participate

Ajouter au calendrier
2019-10-04T11:00:00 2019-10-19T20:09:45 Marketing Research Seminar: Manoj Thomas Manoj Thomas  Associate Professor of Marketing at Cornell University  https://www.johnson.cornell.edu/faculty-research/faculty/mkt27/ T Building  -  Room T020  The Malleable Morality of Conspicuous Consumption Conspicuous consumption has often been decried as immoral by many philosophers and scholars, yet it is ubiquitous and widely embraced. We resolve this apparent paradox by proposing that the perceived morality of conspicuous consumption is malleable, contingent upon how different moral lenses highlight the different characteristics embedded in the behavior. Utilizing the Moral Foundations Theory, we demonstrate that the individualizing values (i.e., equality and welfare) make people focus on the self-enhancing characteristics of conspicuous consumption, making it seem morally objectionable. However, the binding values (i.e., deference to authority, in-group loyalty, and purity) make people focus on the social identity signaling characteristic of conspicuous consumption, making it seem morally permissible. Thus, this research suggests that some moral values can, somewhat paradoxically, increase conspicuous consumption. Jouy-en-Josas