Revisiting Emulation: an Empirical Illustration of Status Aspirational Approaches
We illustrate that the theory of emulation is neither outdated, nor exploited—yet misunderstood, and identify nuances of emulative approaches on the level of social relations and show how they are structured according to dimensions of orientation and imitated authorities. By distinguishing between material style diffusion and emulative motives we show that material objects may move any direction whilst emulative motives always are directed upwards. Hence, consumers’ different emulative approaches may move material style from one unexpected group to another, but the meta motive is bound to the quest for a comfortable position in the universe of over-lapping status games.
Citation:
Sofia Ulver Sneistrup and Jacob Ostberg (2007) ,"Revisiting Emulation: an Empirical Illustration of Status Aspirational Approaches", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 451-458.
Authors
Sofia Ulver Sneistrup, Lund University, Sweden
Jacob Ostberg, Stockholm University, Sweden
Volume
E - European Advances in Consumer Research Volume 8 | 2007
Share Proceeding
Featured papers
See MoreFeatured
A7. Credible Critters: Source and Message Expectancy Violation and Influence on Perceived Trustworthiness and Credibility
Justin Graeber, University of Texas at Austin, USA
Featured
P13. Self-Selected versus Fixed Price Bundling: The Effect of Bundle Type on Perceived Quality
Burcak Bas, Bocconi University, Italy
GULEN SARIAL ABI, Bocconi University, Italy
Featured
In Pursuit of Imperfection: How Flawed Products Can Reveal Valuable Process Information
Erin P Carter, University of Maine
Peter McGraw, University of Colorado, USA