The Interplay Between Power Distance, Position in the Social Hierarchy, and Product Type: Consequences For Consumers’ Preferences For Premium Over Generic Brands

Carlos Torelli, University of Minnesota, USA
Ashok Lalwani, Indiana University, USA
Jessie Wang, Indiana University, USA
Yajin Wang, University of Minnesota, USA
Consumers’ preferences for premium over generic brands are shown to vary as a function of their position in the social hierarchy, their power distance beliefs, and the product type (functional/symbolic). The effects emerge both at the country level (using aggregate purchase data) and at the individual level (using priming techniques).
[ to cite ]:
Carlos Torelli, Ashok Lalwani, Jessie Wang, and Yajin Wang (2012) ,"The Interplay Between Power Distance, Position in the Social Hierarchy, and Product Type: Consequences For Consumers’ Preferences For Premium Over Generic Brands", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 153-157.