“Following Behind” Versus “Keeping Up”: the Effect of Power Distance Belief and Superior’S Consumption on Consumer’S Preference For Status Related Products

Huachao Gao, University of Texas at San Antonio, USA
Yinlong Zhang, University of Texas at San Antonio, USA
We propose that consumers’ preference for status-related products will be affected by power distance belief (PDB) and the presence of their superior’s status consumption. High (vs. low) PDB consumers prefer lower (vs. higher) status products when superior’s consumption is present, as they are motivated to “follow behind” (vs. “keep up”).
[ to cite ]:
Huachao Gao and Yinlong Zhang (2013) ,"“Following Behind” Versus “Keeping Up”: the Effect of Power Distance Belief and Superior’S Consumption on Consumer’S Preference For Status Related Products", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.