Gestalt-Switch of Luxury Products: Exploring Pitfalls of Inconsistent Value Expressions in Conspicuous Consumption

This study explores the ethicality of displaying luxury items in social interactions, integrating conspicuous consumption theory and functional theories of attitudes. We conceptualize the phenomenon of changing ethical perceptions (gestalt-switch) toward conspicuous consumption, building on data from two quantitative studies (N = 280). Study 1 employs 'functional theories of attitudes' (value-expressive and social-adjustive) to explore the link between social attitude functions and peoples' ethical perception of luxury watch display. Informed by study 1, study 2 investigates how social attitude functions explain the ethical perception of wearing a luxury watch in specific interpersonal contexts. Using regression analysis, the study indicates a link between peoples' ethical perception of conspicuously consuming luxury watches in social interactions and social attitude functions. Surprisingly, attitude functions cannot explain peoples' ethical perceptions in social interactions with a transactional character. The results highlight that the attitude toward a luxury watch can change from desirable to undesirable (gestalt-switch), such that the bearer perceives the watch ostentation as unethical. Theorizing on this attitudinal change, we offer a contribution by emphasizing the conspicuous consumers striving for a harmonious gestalt or context-value-consistency when expressing personal values through a luxury watch.