Status, Race, and Money: the Impact of Racial Hierarchy on Willingness-To-Pay

Aarti S. Ivanic, University of San Diego, USA
Jennifer R. Overbeck, University of Southern California, USA
Joseph C. Nunes, University of Southern California, USA
African Americans are often classified as low status. Because having and spending money signify status, we show how activating race leads some African Americans to voluntarily pay more than they would otherwise, and more than Caucasians to assert their status. The impact of racial diversity during the purchase is explored.
[ to cite ]:
Aarti S. Ivanic, Jennifer R. Overbeck, and Joseph C. Nunes (2012) ,"Status, Race, and Money: the Impact of Racial Hierarchy on Willingness-To-Pay", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 143-147.