The Height Premium: When Shorter Men Pay More
In three studies, the authors revealed that shorter men suffer from the negative effects of short stature, and are willing to pay higher prices for status products. This relationship is mediated by desires for status and signaling effectiveness and moderated by sense of purpose.
Citation:
Nuket Serin and Jayati Sinha (2020) ,"The Height Premium: When Shorter Men Pay More", 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: 679-679.
Authors
Nuket Serin, Florida International University, USA
Jayati Sinha, Florida International University, USA
Volume
NA - Advances in Consumer Research Volume 48 | 2020
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