How power states and others’ statuses influence status consumption: The role of signaling effectiveness

This research aims to examine how power states and others' statuses interact to influence status consumption.

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'...

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