When Low Status Becomes High
When and why do high-status individuals adopt things associated with low-status groups? We propose a trickle-round theory of fashion and demonstrate that high-status poach from low-status groups to distinguish themselves from the middle-status. Further, consistent with our signaling approach, this effect depends on the presences of multiple signaling dimensions.
Silvia Bellezza and Jonah Berger (2017) ,"When Low Status Becomes High", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 107-111.
Silvia Bellezza, Columbia University, USA
Jonah Berger, University of Pennsylvania, USA
NA - Advances in Consumer Research Volume 45 | 2017
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