How Low Can I Go? the Comparative Effect of Low Status Users on Buying Intentions

Edith Shalev, Technion, Israel
Vicki Morwitz, New York University, USA
Consumers from low socio-economic classes are not considered effective influencers, as they usually do not represent an aspirational reference group with whom people identify. The current research revisits this widely accepted notion, and demonstrates that low-status product users can positively influence observers and increase their likelihood of purchasing the target product.
[ to cite ]:
Edith Shalev and Vicki Morwitz (2011) ,"How Low Can I Go? the Comparative Effect of Low Status Users on Buying Intentions", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.