Marketplace Metacognition in Consumer-To-Consumer Inferences: I Buy For Quality, You Buy For Status

Across three studies participants identified quality reasons for their own and status reasons for others' purchases. These findings occurred in recollected purchases (Study 1), when holding the products constant across condition, and when controlling for social desirability (Study 2). Consumers appear to be unaware of these consumer-to-consumer differences in metacognition(Study 3).


Meghan Pierce, Kimberlee Weaver, Kim Daniloski, and Norbert Schwarz (2012) ,"Marketplace Metacognition in Consumer-To-Consumer Inferences: I Buy For Quality, You Buy For Status", 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: 1115-1115.


Meghan Pierce, Pontificia Universidad Catolica de Chile, Chile
Kimberlee Weaver, VirginiaTech, USA
Kim Daniloski, University of Scranton, USA
Norbert Schwarz, University of Michigan, USA


NA - Advances in Consumer Research Volume 40 | 2012

Share Proceeding

Featured papers

See More


B7. Conceptualizing Brand Arrogance and Its Impact on Consumer Trust

Sampoorna Nandi, University of Connecticut, USA
Robin A. Coulter, University of Connecticut, USA

Read More


Can Fear Be Eaten? Emotional and Behavioral Consequences of Intake of Fear-inducing Food or Drink

Jiangang Du, Nankai University
Qiuying Zheng, Beijing University of Chinese Medicine
Michael K. Hui, Chinese University of Hong Kong, China
Xiucheng Fan, Fudan University, China

Read More


Asymmetry in Susceptibility to Fake News due to Political Orientation

Hyerin Han, University of Minnesota, USA
Ryan Wang, University of Minnesota, USA
Akshay Rao, University of Minnesota, 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.