performative consumer

What does "performative consumer" mean in the following context? The Author has not talked about it anywhere else in the book. Does it mean "theatrical consumerism" or "practical consumerism" or something else?

Context:
By the time he was commissioned to do the painting that became the source for the Absolut Warhol advertisement in 1985, Warhol had become both a celebrity artist and a successful businessman and it would have been hard to find a more suitable candidate for the fusion of art and commerce that was to be Absolut’s new advertising ploy. The economic and political climate was also ripe for this sort of collaboration between art and advertising. The art market had picked up due to the monetarist policies of the Reagan administration and figurative painting enjoyed a timely renaissance. Economic prosperity had also facilitated the emergence of the sort of performative consumer previously discussed, a consumer who was able to make a display of cultural capital through the acquisition of upmarket branded goods, and these included works of art. .... (Art and Advertising by Joan Gibbons).
[Quoted text reduced to the permitted maximum. DonnyB - moderator]

Blue Apple said:

The Author has not talked about it anywhere else in the book.

Blue Apple said:

Economic prosperity had also facilitated the emergence of the sort of performative consumer previously discussed,

He seems to think he has mentioned it before...

The idea is rather complex:

A performative consumer is a buyer of art who is motivated by
and, in either case,
the purchase of such a piece of art allows the consumer to demonstrate his own artistic credentials via that work of art - and his ownership becomes part of the whole artistic performance.

I agree with Paul for the most part, except for the reference to "the whole artistic performance." Performativity refers to "the capacity of speech and communication [or in this case, the purchase of an object] to act or to consummate an action," the "action" in this case being not the obvious one (the acquisition of an object) but the display of cultural capital.