How Does Power Distance Belief Affect Status Consumption?

Huachao Gao, University of Texas at San Antonio, USA
Karen Winterich, Pennsylvania State University, USA
Yinlong Zhang, University of Texas at San Antonio, USA
Power distance impacts status consumption, but the direction of the effect is dependent on information regarding superior’s consumption. When superior’s consumption information is present (absent), low (high) PDB consumers are more likely to engage in status consumption. Need for propriety mediates this effect, adding insight to mechanisms impacting status consumption.
[ to cite ]:
Huachao Gao, Karen Winterich, and Yinlong Zhang (2014) ,"How Does Power Distance Belief Affect Status Consumption?", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 484-485.