Status By Association

Brent McFerran, University of Michigan, USA
Jennifer Argo, University of Alberta, Canada
We demonstrate a “status-by-association” effect wherein guests of a VIP often experience the same (or more) status than their sponsor who pessesses real status. Further, this effect is moderated by the ambiguity of the true identity of the status holder, and the guest’s social distance from the VIP.
[ to cite ]:
Brent McFerran and Jennifer Argo (2012) ,"Status By Association", 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: 209-212.