Hurts So Good: Status Products That Incur Environmental Costs Are Preferred By Status Striving Consumers

We propose that for status-striving consumers, the environmental costs of production (i.e., the damage or destruction to an environmental resource in order to produce a product) make status products more, rather than less, appealing. We argue that these environmental costs symbolically express consumers’ dominance and consequently represent elevated social status.


Morgan K Ward, Sara Loughran Dommer, and Darren Dahl (2020) ,"Hurts So Good: Status Products That Incur Environmental Costs Are Preferred By Status Striving 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: 1006-1010.


Morgan K Ward, Emory University, USA
Sara Loughran Dommer, Georgia Tech, USA
Darren Dahl, University of British Columbia, Canada


NA - Advances in Consumer Research Volume 48 | 2020

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