Department of Marketing & Entrepreneurship

Time: Friday 10:00 - 11:30 a.m.
Location: 365B Melcher Hall
Open to Public: No reservation or registration required.

Note: Topics and Abstracts will be added to this page throughout the semester

Date Speaker Topic Faculty Host
2/21/2020 Silvia Bellezza
Columbia University
    Conspicuous Non-Consumption: Minimalism as a Status Symbol
  • Click to read Abstract

    Minimalism in consumption can be expressed in a multitude of disparate ways, from monochromatic home design to wardrobe capsules, and tiny home living to decluttering. This research offers a unified understanding of these variegated displays of minimalism by establishing a comprehensive definition of consumer minimalism and developing a scale to measure the construct. Three distinct dimensions of consumer minimalism are identified: number of possessions (reflecting the tendency to own few possessions), sparse aesthetic (reflecting the preference for simple and uncomplicated designs), and mindful consumption (reflecting intentionality in and awareness of one's consumption decisions). Next, a series of studies examining the signaling consequences of being minimalist show that minimalism operates as a particular form of conspicuous non-consumption, signaling heightened social status to observers. The positive effect of minimalism on social status attributions is driven by the perception that minimalist consumers possess greater self-concept clarity, and is moderated by observers' own minimalist tendencies. Finally, these effects have implications for branding: users of brands positioned as more minimalist (vs. non-minimalist) are seen as having higher social status.

Melanie Rudd
2/7/2020 Kelly Goldsmith
Vanderbilt University
    TBD
Melanie Rudd
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Department of Marketing & Entrepreneurship
University of Houston
334 Melcher Hall
Houston, Texas 77204-6021
Phone: 713-743-4555
Fax: 713-743-4572