Linda-Eling Lee
Organizational Behavior PhD
Dissertation Chair: Prof. J. Podolny
Conspicuous Consumption: A Theory on Producers' Quality Ideals
Why do producers in some markets receive more personal, non-monetary rewards from their work than do producers in other markets? I argue that personal rewards for producers are influenced by how those goods and services are socially perceived and understood. In markets where product quality is opaque to consumers, producers are more likely to benefit personally from producing their products because of greater opportunity to incorporate their own ideals and personality into their products. In markets where goods are perceived to be more socially symbolic, producers are more likely to benefit personally from producing these goods because of greater social esteem associated with producing a meaningful product to others. I present empirical support from the footwear industry. Survey data collected from 150 footwear designers indicate that designers are more attached to their products when their firms' shoes are positioned to be more technically opaque or socially symbolic. They are also more attached to their products when the category of shoes they design is perceived to be more opaque or symbolic.
