Money 2.0: Let’s Go Shopping!

What do the things you buy say about you? Many of us like to think of ourselves as immune to slick advertising and celebrity endorsements. But like it or not, we’re communicating messages about ourselves every day with the clothes we wear, the cars we drive, and the products we use. In the final installment of our Money 2.0 series, we revisit favorite conversations with Americus Reed and Neeru Paharia. We’ll consider how companies create a worldview around the products they sell, and then get us to make those products a part of who we are.  

Additional Resources

“Performance Brand Placebos: How Brands Improve Performance and Consumers Take the Credit,” by Aaron Garvey, Frank Germann, and Lisa Bolton, Advances in Consumer Research, 2015.

“Tip of the Hat, Wag of the Finger: How Moral Decoupling Enables Consumers to Admire and Admonish,” by Amit Bhattacharjee, Jonathan Z. Berman, and Americus Reed II, Journal of Consumer Research, 2013.

Sweatshop Labor is Wrong Unless the Shoes are Cute: Cognition can Both Help and Hurt Moral Motivated Reasoning, by Neeru Paharia, Kathleen Vohs and Rohit Deshpandé, Organizational Behavior and Human Decision Processes, 2013.

“Identity-based Consumer Behavior,” by Americus Reed II et. al, International Journal of Research in Marketing, 2012.


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