Introduction
Status consumption is a prevalent consumer phenomenon that refers to the purchase of high-priced or luxury products in the hope that the social prestige or status of these products will be conferred to the consumer (Berger & Ward, 2010). We define status consumption as the acquisition, display, or use of products that are implicitly or explicitly associated with a position in the social hierarchy.
What influences consumers to make a status consumption decision, and how does it occur? These questions are notable topics in the field of marketing. Our research discusses this issue by considering power states and others'...