The Interplay Between Power Distance, Position in the Social Hierarchy, and Product Type: Consequences For Consumers’ Preferences For Premium Over Generic Brands

Consumers’ preferences for premium over generic brands are shown to vary as a function of their position in the social hierarchy, their power distance beliefs, and the product type (functional/symbolic). The effects emerge both at the country level (using aggregate purchase data) and at the individual level (using priming techniques).



Citation:

Carlos Torelli, Ashok Lalwani, Jessie Wang, and Yajin Wang (2012) ,"The Interplay Between Power Distance, Position in the Social Hierarchy, and Product Type: Consequences For Consumers’ Preferences For Premium Over Generic Brands", 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: 153-157.

Authors

Carlos Torelli, University of Minnesota, USA
Ashok Lalwani, Indiana University, USA
Jessie Wang, Indiana University, USA
Yajin Wang, University of Minnesota, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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