High Tide For the Wealthy: Brand Support and Wealth

We find that brand support, (i.e. the degree we perceive our brands are reliable, satisfying and need-fulfilling), varies across individuals based on their socio-economic-status. Those in high wealth situations tend to turn to everyday consumer package good brands for support to a much greater degree than their low SES counterparts.


Danielle Brick, Tanya Chartrand, and Gavan Fitzsimons (2013) ,"High Tide For the Wealthy: Brand Support and Wealth", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 319-319.


Danielle Brick, Duke University, USA
Tanya Chartrand, Duke University, USA
Gavan Fitzsimons, Duke University, USA


E - European Advances in Consumer Research Volume 10 | 2013

Share Proceeding

Featured papers

See More


Memory-Based Models of Predicting Inferences about Brand Quality

Yvetta Simonyan, University of Bath, UK
Dan Goldstein, Microsoft Research

Read More


I4. Pink Tax: Are Some Marketing Practices Discriminatory?

Andrea Rochelle Bennett, University of North Texas
Audhesh Paswan, University of North Texas
Kate Goins, University of North Texas

Read More


P10. Omission Bias in the Gain vs. Loss Domain

Jen H. Park, Stanford University, 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.