"The Intrinsic Benefits of Status: the Effects of Evoking Rank"
Firms are increasingly endowing loyal customers with status. In this research, we propose that status can be conceptualized as an identity and show that making a consumer’s status identity salient impacts behavior. We show that the manner in which the status is attained (i.e., achieved or endowed) moderates the aforementioned behavioral response. We also show that the manner in which a status identity is made salient (explicitly or implicitly) impacts how consumers behave. Finally, while past research has focused on the social benefits of status, we focus on the intrinsic benefits derived from engaging in status-identity congruent behaviors.
Aarti Ivanic and Joseph Nunes (2009) ,""The Intrinsic Benefits of Status: the Effects of Evoking Rank"", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 12-15.
Aarti Ivanic, University of Southern California, USA
Joseph Nunes, University of Southern California, USA
NA - Advances in Consumer Research Volume 36 | 2009
Spreading of Alternatives Without a Perception of Choice
Kurt P. Munz, New York University, USA
Vicki G. Morwitz, New York University, USA
Unexpected-Framing Effect: Impact of Framing a Product Benefit as Unexpected on Product Desire
Monica Wadhwa, INSEAD, Singapore
Christine Kim, Hong Kong University of Science and Technology
Amitava Chattopadhyay, INSEAD, Singapore
Wenbo Wang, Hong Kong University of Science and Technology
Inside Jokes: Humor as social exclusion
Ovul Sezer, University of North Carolina, USA
Brad Bitterly, University of Pennsylvania, USA
Alison Wood Brooks, Harvard Business School, USA
Maurice Schweitzer, University of Pennsylvania, USA
Michael Norton, Harvard Business School, USA