Today : Thursday - Aug 21, 2014, 03:57am (GMT+5.5)
All News  
Top News
National News
International News
Business News
Sports News
   » Cricket
   » Football
Entertainment News
Sci - Tech
Politics News
Health & Fitness
Education
Travel
Lifestyle
Gulf News
Featured
 
::| Latest News
News in Pictures

The Bombay High Court Monday granted bail to Sooraj Pancholi accused of abetting the suicide of Bollywood actress Nafisa alias Jiah Khan.
Sooraj, son of actor Aditya Pancholi, has been ordered to pay a surety of Rs.50,000, surrender his passport and report to police whenever required for investigations. He was arrested June 11.

Lifestyle
 

`Overlooked` women splurge on expensive labels to garner attention

Wednesday - Apr 18, 2012, 03:33pm (GMT+5.5)
[+] Text [-]

`Overlooked` women splurge on expensive labels to garner attentionLondon -  Women who have been forgotten by their friends or passed over for a promotion may find solace in splashing on high-end labels like Armani and Versace, according to a new study. 

Women who feel ignored apparently opt for expensive brands over high street options such as Topshop and H ‘n’ M to ensure that they are noticed.

The U.S. researchers found that when an individual’s need for ‘control and a meaningful existence’ is threatened, they tend to act in provocative and attention-seeking ways to reaffirm their  sense of belonging in society.

And the flashier the outfit, the better, with women engaging in showy displays of consumption to get attention – and many falling into the trap of buying only branded clothes from well-known  labels, the Daily Mail reported.

But the effect is relevant for those who feel ignored. On the other hand, those who feel rejected by society do not display any especial interest in designer labels, but do care more about  helping others.

The researchers, from the universities of Houston-Clear Lake and Texas, conducted four experiments to find out what happens when consumers experience social exclusion and if it

influences their spending habits.

One group of participants was instructed to remember their own real-life experiences of social rejection. Another was made to feel ignored or overlooked in exchanges simulated by the

researchers.

Then, the participants took separate surveys designed to gauge behavioural intentions and actual behaviour.

The study revealed that those who felt they were being ignored displayed a preference for flashier clothing with obvious brand logos.

And being ignored did not make them more considerate or keener to volunteer or donate money.

However, the participants who felt rejected had no interest in branded clothing, but did show a rise in pro-social, charitable behaviour.

“Being ignored increased preferences for clothing with conspicuous brand logos, but it had no effect on pro-social behaviour,” Professor Jaehoon Lee and Professor L Shrum, said.

“In contrast, being rejected increased pro-social behaviour, but had no effect for clothing with conspicuous brand logos.

‘We propose that when relational needs, such as self-esteem and belonging, are primarily threatened, people attempt to fortify those needs by feeling, thinking, and behaving in a pro-social,

affiliative manner, because pro-social acts such  as helping others increase interpersonal attractiveness and help reconnect with society,” they added.

The study has been published in the Journal of Consumer Research.






|

Rating (Votes: )   

blog comments powered by Disqus

Other Articles:
Boob job failures much higher than believed (18th Apr, 2012)
World on the verge of chocolate crisis, warns expert (18th Apr, 2012)
Starbucks CEO reveals how to make `best cup of coffee known to mankind` (18th Apr, 2012)
Mega brothel would be in public’s interest, says Aussie developer (18th Apr, 2012)
Tattoos and piercings could be potential `markers` of drinking (17th Apr, 2012)
How ‘word of mouth’ makes happy memories less special (17th Apr, 2012)
Larry Flynt’s mobile strip club sparks outrage in San Francisco (17th Apr, 2012)
Women in red a real turn off for men (17th Apr, 2012)
Simply trusting your feelings can lead to much better predictions (17th Apr, 2012)
Contestants `torture each other to death` to impress gameshow host (17th Apr, 2012)
Meet the real life Marge Simpson (16th Apr, 2012)
Women over 30 more moral than men (16th Apr, 2012)
Three cannibals arrested for killing women and cooking their flesh into pastries (16th Apr, 2012)
Strangers not the greatest danger in child sexual abuse (16th Apr, 2012)
Oz teenage `God Squad` claims to have cured ailing people (16th Apr, 2012)
Bike company’s `irrelevant` boob ad banned (15th Apr, 2012)
Half of Brits want to run away from their country (15th Apr, 2012)
More teens using Internet while driving (15th Apr, 2012)
US woodworker offering ‘build your own casket’ classes (15th Apr, 2012)
Slimming before pregnancy ensures healthier births (15th Apr, 2012)
Easter with largest egg weighing over a ton (15th Apr, 2012)
Weight loss compliment `best way into a woman’s good books` (14th Apr, 2012)
Justin is my protector: Aniston (14th Apr, 2012)
TV station airs porn instead of `Good Morning America` (14th Apr, 2012)
German man calls cops for protection from date with `insatiable` sex drive (13th Apr, 2012)




Contact Us | Advertise with Us | Privacy Policy | Disclaimer | Terms of Use