Does Power-Distance Influence Consumers’ Preference For Luxury Status Brands?

Youngseon Kim, University of Texas at San Antonio, USA
Yinlong Zhang, University of Texas at San Antonio, USA
We test the impact of power-distance on consumers’ preference for luxury status brands. Our correlational and experimental studies show that consumers with high power-distance tend to have a stronger preference for luxury status brands than those with low power-distance. Notably, buying status belief moderates this effect. Further, this two-way interaction is stronger for consumers with a relatively lower, rather than higher, self-worth state. Mediation analyses support the status salience theory for the power-distance effect.
[ to cite ]:
Youngseon Kim and Yinlong Zhang (2011) ,"Does Power-Distance Influence Consumers’ Preference For Luxury Status Brands?", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 511-512.