Trickle-Round Signals: When Low Status Becomes High

When and why do high-status individuals adopt things associated with low-status groups? We propose a trickleround 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 (2018) ,"Trickle-Round Signals: When Low Status Becomes High ", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 70-70.


Silvia Bellezza, Columbia Business School, USA
Jonah Berger, Wharton, USA


E - European Advances in Consumer Research Volume 11 | 2018

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