As Income Rises So Too Does Our Connection to “Tide”

That wealthier individuals report stronger brand connections may not be surprising, as brands can signal status. However, we demonstrate that wealthy individuals actually report connections with more privately consumed, less expensive brands than less wealthy individuals, which we suggest fulfills a basic relationship need that subsequently results in stronger brand relationships.



Citation:

Danielle J. Brick, Gavan J. Fitzsimons, and Tanya L. Chartrand (2012) ,"As Income Rises So Too Does Our Connection to “Tide”", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 48-52.

Authors

Danielle J. Brick, Duke University, USA
Gavan J. Fitzsimons, Duke University, USA
Tanya L. Chartrand, Duke University, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Effects of Affective Language on Perceived Helpfulness of Online Reviews

Nikolay Georgiev, HEC Paris, France
Marc Vanhuele, HEC Paris, France

Read More

Featured

Decisional Conflict Predicts Myopia

Paul Edgar Stillman, Ohio State University, USA
Melissa Ferguson, Cornell University, USA

Read More

Featured

Red Flag! The Consequences of Alerting Consumers to Fake Reviews

Jared Joseph Watson, New York University, USA
Amna Kirmani, University of Maryland, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.