Direct and vicarious conspicuous consumption: Identification with low‐status groups increases the desire for high‐status goods

Mazzocco, Philip J.; Rucker, Derek D.; Galinsky, Adam D.; Anderson, Eric T.

doi:10.1016/j.jcps.2012.07.002

Direct and vicarious conspicuous consumption: Identification with low‐status groups increases the desire for high‐status goods

The current research examines whether direct and vicarious identification with a low‐status group affects consumers' desire for objects associated with status. Experiment 1 found that individuals who belonged to and identified with a status social category associated with relatively lower status …