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

Share Proceeding

Featured papers

See More


Exploring the Intersection of Digital Virtual Consumption and Family Rituals

Linda Tuncay Zayer, Loyola University Chicago, USA
Jenna Drenten, Loyola University Chicago, USA

Read More


M13. Keep Consistency in Good Old Days: The Effect of Nostalgia on Consumers' Consistency Seeking Behavior

Yafeng Fan, Tsinghua University
Jing Jiang, Renmin University of China

Read More


Beyond Needs and Wants: How Networked Hyper-rational Economic Actors “Win” the Deal but “Lose” the Shopping Trip

Colin Campbell, University of San Diego, USA
Hope Schau, University of Arizona, 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.