How Low Can I Go? the Comparative Effect of Low Status Users on Buying Intentions

Consumers from low socio-economic classes are not considered effective influencers, as they usually do not represent an aspirational reference group with whom people identify. The current research revisits this widely accepted notion, and demonstrates that low-status product users can positively influence observers and increase their likelihood of purchasing the target product.



Citation:

Edith Shalev and Vicki Morwitz (2011) ,"How Low Can I Go? the Comparative Effect of Low Status Users on Buying Intentions", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

Edith Shalev, Technion, Israel
Vicki Morwitz, New York University, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

How Matte Product Surface Enhances Perceived Durability

Taehoon Park, University of South Carolina, USA
Junghan Kim, Singapore Management University, Singapore

Read More

Featured

H3. Does the Style Looks More Expensive? The Effect of Visual Complexity on Luxury Perception of Art Infused Products

Cheng Gao, Nanjing University
Chunqu Xiao, Nanjing University
Kaiyuan Xi, Nanjing University
Hong Zhu, Nanjing University

Read More

Featured

M10. I Need a Hero: How Loneliness Interacts with the Symbolic Meaning of Products to Affect Consumer Attitude

Sirajul Arefin Shibly, SUNY Binghamton, USA
Jinfeng Jiao, SUNY Binghamton, 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.