Inaugural Professorial Lecture entitled ‘Status Consumption: A Journey Through Time & Cultures’

Thursday 3 April 2014 6pm at GCU London campus at 40 Fashion Street, London, E1 6PX

Overview of Professorial Lecture

The modern pursuit of personal identity and style through consumption is now widely recognised and is actively encouraged by marketers. In fact, consuming for status has become a defining element of new consumerist societies. However, status directed consumption is not a recent phenomenon. From the extravagance and excesses of ruling elites in earlier societies to the new business maharajas, status directed consumption behaviour has been well observed and documented. However, with the increase in the standard of living beyond wealthy elite, status consumption has percolated through to the masses who are attempting to adopt profligate lifestyles across the world. For example, brands such as LVMH, Gucci and so on have seen phenomenal growth in the last two decades. This lecture attempts a brief review of the historical trends relating to status consumption and presents several studies conducted over the past few years focusing on status consumption in the developed and emerging markets. The studies focus on socio-psychological, brand and situational influences on status consumption across the countries.

Please RSVP to https://www.eventbrite.co.uk/e/prof-paurav-shukla-status-consumption-a-journey-through-time-cultures-tickets-9651438713

Should you have any queries regarding the event, please contact Chris Cadogan on 0141 331 8402 or by email on chris.cadogan@gcu.ac.uk.