Marketplace Metacognition in Consumer-To-Consumer Inferences: I Buy For Quality, You Buy For Status

Meghan Pierce, Pontificia Universidad Catolica de Chile, Chile
Kimberlee Weaver, VirginiaTech, USA
Kim Daniloski, University of Scranton, USA
Norbert Schwarz, University of Michigan, USA
Across three studies participants identified quality reasons for their own and status reasons for others' purchases. These findings occurred in recollected purchases (Study 1), when holding the products constant across condition, and when controlling for social desirability (Study 2). Consumers appear to be unaware of these consumer-to-consumer differences in metacognition(Study 3).
[ to cite ]:
Meghan Pierce, Kimberlee Weaver, Kim Daniloski, and Norbert Schwarz (2012) ,"Marketplace Metacognition in Consumer-To-Consumer Inferences: I Buy For Quality, You Buy For Status", 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: 1115-1115.