How and When Non-Costly Status Signals Increase Perceptions of Status

We identify conditions under which non-costly product elements signal status. Specifically, low color-value (i.e., dark) products are perceived as providing higher status and, thus, are preferred more over high color-value (i.e., light) products. This happens only when consumers are seeking status, and when color-value does not become salient.


Susan Danissa Calderón Urbina and Antonios Stamatogiannakis (2021) ,"How and When Non-Costly Status Signals Increase Perceptions of Status", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 302-303.


Susan Danissa Calderón Urbina, University College Dublin
Antonios Stamatogiannakis, IE Business School - IE University


NA - Advances in Consumer Research Volume 49 | 2021

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