The purpose of this study is to reveal differences towards conspicuous consumption of the hard-hit by the recession Greeks and foreign consumers. For the purposes of this research a survey was carried out in Greece. Tandem cluster analysis was performed in order to separate consumers based on their conspicuous consumption patterns and tendencies. The analysis resulted in a three cluster solution and deduced that the recession-hit Greeks buy branded luxury goods, as hypothesized and expected.

This paper aims to contribute to the developing literature of brand attachment and detachment theory, in the context of harsh economic conditions. The Cognitive Appraisal Theory and the Attachment Theory are brought to bear in order to describe and explain consumer shifting patronage decisions.

This paper aims to illuminate the relationship between economic recessions and advertising messages. A content analysis of 1720 television commercials indicated that during the severe economic recession in Greece, advertisers communicated more rational appeals and placed emphasis on creative devices that enhance understanding, learning and recall of message content.