The Downsides of Status Consumption

The Downsides of Status Consumption

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While research on status consumption has largely focused on consumer desire for goods that are associated with high social status, the essays featured in this dissertation will broadly explore instances where consumers might prefer to avoid high-status products. Essay 1 seeks an explanation for the recently documented consumer tendency to mix high and low-status goods (a behavior referred to as qomnivorousnessq). The results of four studies suggest individuals high in need for self-expression desire omnivorousness, because this behavior expresses cultural expertise. Furthermore, agency (the ability to control one's choices) and high status are essential for the self-expressive benefits of omnivorousness, and brand collaborations that pre-fabricate omnivorous choices can yield reactance from omnivorous consumers.While research on status consumption has largely focused on consumer desire for goods that are associated with high social status, the essays featured in this dissertation will broadly explore instances where consumers might prefer to avoid ...


Title:The Downsides of Status Consumption
Author:Jeffrey Kwok-wai Lee, Harvard Business School
Publisher: - 2013
ISBN-13:

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