Less Variety As a Status Signal

Nicole Y. Kim, University of Maryland, USA
Yajin Wang, University of Maryland, USA
We demonstrate that consumers who exhibit less (vs. more) variety consumption patterns are perceived to have greater status, when the product category is high cost. We further show that this boost of status perception is due to an inference of costly prior experiences, which leads to less variety choices.
[ to cite ]:
Nicole Y. Kim and Yajin Wang (2017) ,"Less Variety As a Status Signal", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 74-78.