I Am Product, Hear Me Roar: Social Dominance and Preference For Loud
This paper examines status striving via the use of loud products. The authors argue that consumers strategically choose loud and quiet products to signal high-status identities. Results show that loud products serve as signals of social dominance, while relatively quieter products signal prestige.
Michael Lowe, Morgan K Ward, and Cem Ozturk (2020) ,"I Am Product, Hear Me Roar: Social Dominance and Preference For Loud", 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: 1000-1005.
Michael Lowe, Georgia Tech, USA
Morgan K Ward, Emory University, USA
Cem Ozturk, Georgia Tech, USA
NA - Advances in Consumer Research Volume 48 | 2020
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