Do Status Symbols in Marketing Increase Product Evaluations? An Experimental Analysis of Group Differences on Product Evaluations for Scarce and Brand-Presence Products
| Autor: | Michelle Childs, Byoungho Jin |
|---|---|
| Rok vydání: | 2015 |
| Předmět: |
Marketing
Status symbol media_common.quotation_subject Cultural orientation 05 social sciences Advertising Management Information Systems Scarcity Group differences 0502 economics and business 050211 marketing Product (category theory) Business 050203 business & management media_common Social status |
| Zdroj: | Journal of International Consumer Marketing. 28:154-168 |
| ISSN: | 1528-7068 0896-1530 |
| Popis: | The desire for status is a strong motivational force that encourages consumers to appraise products/brands associated with high social standing. This research investigates two social status marketing techniques (scarcity and the presence of a brand) on product evaluations and tests whether particular characteristics (i.e., according to gender, cultural orientation, and consumers' desire for unique products) explain differences. Based on an experimental study conducted in the United States, evaluations are higher for social status marketing techniques. Females evaluate brand-presence products more highly, and consumers with a high desire for unique products evaluate scarce products more highly. This study assists marketers in developing a successful strategy to target specific consumer groups. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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