Basic Basic Needs: the (Biased) Belief That Low-Income Consumers Need Less
In this research we demonstrate that lower income individuals are perceived as having fewer (and more basic) needs. As a consequence, lower income consumers are judged more negatively after making the same purchase decisions as higher income consumers, because they are perceived as needing the items less.
Citation:
Serena Hagerty and Kate Barasz (2019) ,"Basic Basic Needs: the (Biased) Belief That Low-Income Consumers Need Less", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 614-614.
Authors
Serena Hagerty, Harvard Business School, USA
Kate Barasz, Harvard Business School, USA
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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