Social class and conspicuous brand logo in gift choice

IF 4.4 3区 管理学 Q2 BUSINESS Journal of Consumer Behaviour Pub Date : 2024-01-02 DOI:10.1002/cb.2301
Jaehoon Lee, Todd C. Haderlie, Anthony D. Miyazaki, Yuri Lee
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Abstract

While conspicuous consumption may be more prevalent for consumers identified as lower (vs. higher) social class, little is known about when and why they prefer conspicuousness in their consumption activities. Drawing from the conceptual perspectives of class-based norms and self-protection, we demonstrate the differential effects of social class on preferences for conspicuous logos and the possible explanations underlying the effects. To this end, we employ gift-giving contexts and identify gift recipients (self-recipient vs. other-recipient) as an important boundary condition. Across four studies, lower- (vs. higher-) social-class consumers exhibit stronger preferences for conspicuous logos, particularly when choosing a gift for others. This effect occurs because lower- (vs. higher-) social-class consumers have a stronger desire to fit in with others and gain social status. These findings shed light on when and why lower-social-class consumers prefer conspicuous logos.

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礼品选择中的社会阶层和显性品牌标识
虽然显性消费在社会阶层较低(与较高)的消费者中可能更为普遍,但人们对他们在消费活动中何时以及为何偏好显性却知之甚少。我们从基于阶级的规范和自我保护的概念角度出发,展示了社会阶级对显性标识偏好的不同影响,以及这种影响背后的可能解释。为此,我们采用了赠送礼物的情境,并将礼物接受者(自我接受者与他人接受者)作为一个重要的边界条件。在四项研究中,社会阶层较低(与社会阶层较高)的消费者表现出更强烈的显性标识偏好,尤其是在为他人选择礼物时。之所以会产生这种效应,是因为社会阶层较低(与社会阶层较高)的消费者更渴望融入他人,获得社会地位。这些发现揭示了社会阶层较低的消费者何时以及为何偏好显性标识。
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来源期刊
CiteScore
7.30
自引率
11.60%
发文量
99
期刊介绍: The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.
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