Social and Behavioral Sciences Commons^™

Conspicuous Wellness: How Acquired Identities Affect Conspicuous Consumption, Katherine S. Eu

Scripps Senior Theses

This research provides evidence that individuals will conspicuously consume based on their acquired identities, which parallels similar conclusions drawn for conspicuous consumption based on ascribed identities. Using data from 653 respondents, I found positive marginal effects of the “that girl” wellness identity on product choices, accounting for an individual’s potential higher willingness-to-pay, demographics, and speed of making product choices. I conclude that the more an individual associates themselves with an identity, the higher the likelihood of choosing products which align and signal membership in an identity subculture.