Accessible Signals: Affordable Consumption Strategies for Impression Management

Abstract

Consumers often use expensive, luxurious, or trendy products to make a good impression. In this dissertation, I examine cost-effective, accessible consumption strategies that help consumers and marketers create positive impressions and foster meaningful engagement. In my first essay, across eight studies, I show that behavioral tracking enhances social status, which in turn increases online engagement. This effect is mediated by perceptions of self-control. In my second essay, across seven studies, I demonstrate that repeated consumption raises performance expectations, leading to higher investment intentions. This effect is mediated by perceptions of focus. Together, these essays highlight low-cost strategies for creating positive impressions and gaining engagement from others.