Status Pivoting: Coping With Status Threats Through Motivated Trade-Off Beliefs and Consumption in Alternative Domains

This research demonstrates the prevalence and appeal of the “status pivoting” phenomenon: When consumers experience status threat they adopt beliefs about trade-offs between success in the threat domain (e.g., financial success) and alternative domains (e.g., physical fitness), which lead them to display brands associated with accomplishments in these alternative domains.



Citation:

Dafna Goor, Anat Keinan, and Nailya Ordabayeva (2020) ,"Status Pivoting: Coping With Status Threats Through Motivated Trade-Off Beliefs and Consumption in Alternative Domains", 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.

Authors

Dafna Goor, London Business School, UK
Anat Keinan, Harvard Business School, USA
Nailya Ordabayeva, Boston College, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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