Article2018

The Status Signals Paradox

Stephen Michael Garcia · Kimberlee D. Weaver · Patricia Chen

65 citations0/0 files storedSocial Psychological and Personality Science

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Consumer Behavior in Brand Consumption and Identification Consumer Perception and Purchasing Behavior Social Power and Status Dynamics

Abstract

Making friends is critical to well-being. We also live in a society where the display of status is ubiquitous and billions of dollars are spent on high-status consumer goods. In the present analysis, we introduce the Status Signals Paradox: When making new friends, people tend to think that displaying high-status markers of themselves (e.g., a BMW, a Tag Heuer watch) will make them more attractive to others than neutral markers (e.g., a Honda, a generic brand watch); however, from the perspective of would-be friends, individuals who display high-status markers are found to be less attractive as new friends than those with neutral status markers. Six studies provide converging evidence of the status signals paradox.

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References

1954A Theory of Social Comparison Processes 2010Social Relationships and Health: A Flashpoint for Health Policy 1988Toward a Self-Evaluation Maintenance Model of Social Behavior 2007Where Consumers Diverge from Others: Identity Signaling and Product Domains 2009Conspicuous Consumption and Race*1980Uniqueness 1988Some affective consequences of social comparison and reflection processes: The pain and pleasure of being close.2010Social Exclusion Causes People to Spend and Consume Strategically in the Service of Affiliation

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