What to Buy When the American Dream Fails? Understanding the Taste of Downwardly Mobile Consumers

This study examines how consumer behaviors are influenced by upward and downward economic mobility. Findings indicate that facing downward mobility, consumers lessen the economic components in their self-identities and thus are less interested in purchasing products framed in advertisements that appeal to economic capital compared to their upwardly mobile counterparts.



Citation:

Wei-Fen Chen, Xue Wang, and Ying-yi Hong (2020) ,"What to Buy When the American Dream Fails? Understanding the Taste of Downwardly Mobile Consumers", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1188-1188.

Authors

Wei-Fen Chen, University of Leicester
Xue Wang, Chinese University of Hong Kong, China
Ying-yi Hong, Chinese University of Hong Kong, China



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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