When Status Pulls You One Way and Another: a Dilemma For Sustainable Investments

Hannah Winkler von Mohrenfels, University of Frankfurt, Germany
Corinne Faure, Grenoble Ecole de Management, France
Daniel Klapper, Humboldt University Berlin, Germany
Our research contributes to the literature on pro-social consumption. We show that for visible choices, status activation increases the likelihood of pro-social behaviors but that for private decisions, status activation can be counterproductive for products such as sustainable investments where status also activates concerns about potential future wealth loss.
[ to cite ]:
Hannah Winkler von Mohrenfels, Corinne Faure, and Daniel Klapper (2012) ,"When Status Pulls You One Way and Another: a Dilemma For Sustainable Investments", 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: 1041-1042.