"The Intrinsic Benefits of Status: the Effects of Evoking Rank"

Aarti Ivanic, University of Southern California, USA
Joseph Nunes, University of Southern California, USA
Firms are increasingly endowing loyal customers with status. In this research, we propose that status can be conceptualized as an identity and show that making a consumer’s status identity salient impacts behavior. We show that the manner in which the status is attained (i.e., achieved or endowed) moderates the aforementioned behavioral response. We also show that the manner in which a status identity is made salient (explicitly or implicitly) impacts how consumers behave. Finally, while past research has focused on the social benefits of status, we focus on the intrinsic benefits derived from engaging in status-identity congruent behaviors.
[ to cite ]:
Aarti Ivanic and Joseph Nunes (2009) ,""The Intrinsic Benefits of Status: the Effects of Evoking Rank"", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 12-15.