How Social Hierarchy Influences Consumption

The topic of social hierarchy is receiving increased attention across societies. Aligned with the conference theme, What the World Needs Now, this session provides novel insights into how social hierarchy influences consumption. We provide findings on how low-ranking consumers differ from high-ranking consumers in consumption and across different hierarchical bases.


Bryce Pyrah, Chelsea Galoni, Christopher Cannon, Kelly Goldsmith, Caroline Roux, Perrine Desmichel, and Derek Rucker (2021) ,"How Social Hierarchy Influences Consumption", 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: 803-807.


Bryce Pyrah, University of Iowa
Chelsea Galoni, University of Iowa
Christopher Cannon, University of Hawaii
Kelly Goldsmith, Vanderbilt University
Caroline Roux, Concordia University
Perrine Desmichel, IESEG School of Management
Derek Rucker, Kellogg School of Management


NA - Advances in Consumer Research Volume 49 | 2021

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