Search results

Heeding the call for insights into the Sub-Saharan African international marketing context, this study aims to empirically examine consumers' desires and motivations for buying counterfeit luxury goods. It examines influences on consumers' attitudes and purchase intentions related to counterfeit luxury goods in Rwanda, one of Sub-Saharan Africa's fastest-growing economies and growing luxury markets, developing and testing a model examining the effect of social context on personal attributes, providing evidence on economic and social-status factors as drivers for counterfeiting.

The data were collected using an online survey administered in Rwanda to consumers who had previously purchased luxury goods and counterfeits. A total of 312 valid responses were analyzed using structural equation modeling.

This study found that normative and informational influences had a positive effect on Rwandan consumers' attitude toward purchasing counterfeit luxury products, with attitude influencing purchase intentions directly and indirectly, through mediating variable desire for status or through value consciousness and desire for status.

The study contributes to academic research − one of the first empirical studies to examine consumers' desires and motivations for buying counterfeit luxury goods in Sub-Saharan Africa, providing insights that benefit scholars and practitioners seeking to better understand a market where more than half of the world's fastest economies are located.

This research advances current knowledge about art infusion, which is the ability of art to favorably influence the assessment of consumer products. In particular, the research aims to investigate the effectiveness of artworks that evoke their creators’ most recognizable style in luxury advertising.

The research encompasses three studies – two conducted online and one in a real consumption situation. The first study explores the effect that a recognizable vs non-recognizable painter’s style has on consumers’ judgments about luxury products. The second and third studies explore the moderating roles of desire to signal status and desire for distinction, respectively, which are relevant to advertisers interested in targeting these individual differences.

Advertisements that incorporate artworks that evoke a painter’s most recognizable style enhance the advertised products’ perceived luxuriousness. Consumers with a higher desire to signal status exhibit greater purchasing intention in response to recognizable artworks. By contrast, consumers with a higher desire for distinction exhibit greater purchasing intention when the painter’s style in the featured artwork is less recognizable.

The results provide marketers with suggestions on how to select and incorporate visual artworks into luxury brand communication: they could focus on recognizable vs non-recognizable artworks based on whether their main goal is to communicate status or distinctiveness.

This research offers novel insights into the practical value of art infusion by showing when and for whom the beneficial effects of pairing art with luxury products are more likely to occur.

This paper aims to build a moderate mediation model to delineate when and how employee with perceived overqualification will exert extra effort and therefore engage in more altruistic helping behavior.

The research hypotheses were empirically tested using multitime and multisource survey data. Given the nested nature of data (i.e. 52 immediate supervisors rated 143 subordinates), multilevel structural equation modeling analyses within Mplus were conducted to test the proposed model.

The results support the proposed moderated mediation effect and indicate that perceived overqualification is positively related to extra effort on a condition that there is either strong desire for higher workplace status or more developmental job opportunities. The extra effort will subsequently lead to more altruistic helping behavior.

Based on the findings of this paper, human resource managers should consider the job applicant’s desire for workplace status and the organizational context the employer can provide when hiring overqualified employees. Second, organizations should carefully conduct job design to improve overqualified employees’ on-the-job developmental experiences. Third, training programs should be conducted to help satisfy needs and improve workplace status of overqualified employees, so that they can exert extra job effort and engage in pro-organizational behaviors.

Drawing on motivation–opportunity–ability theory, this paper extends the limited understanding of important boundary conditions under which perceived overqualification can be beneficial. The findings add to the knowledge on extant literature by identifying altruistic helping behavior as a new outcome of perceived overqualification.

This work examines the interplay between power, status and style. Building on the dual role of power and status as two primary sources of social influence in contemporary consumer society, we propose that stylistic choices associated with greater status can imbue the wearer with greater feelings of power. We focus on a pervasive stylistic choice for women – whether to wear heels – and test two critical relationships regarding consumers' choice of heels that can act as a bridge between status and power. First, we propose that the stylistic choice of wearing heels increases wearers' perceived status (but not perceived power) – the heeled status-enhancement hypothesis, whereby (1) wearing heels increases wearers' perceived status (but not perceived power) among observers and (2) lacking power (vs having power or baseline) yields greater desire for heels over flats. Second, we propose that an increase in status stemming from wearing heels increases consumers' feelings and behaviours of high power – the status–power transfer hypothesis. Three studies confirm the use and perception of heels as status symbols and provide support for both hypotheses. We show that wearing heels (vs flat shoes) makes individuals feel and behave more powerfully by thinking more abstractly and taking more actions, two hallmarks of high power, but only when heels are worn conspicuously (i.e., the wearer knows the observer sees them). In addition, these effects are mediated by wearer's feelings of power and unexplained by perceptions of sexiness. Implications for the literatures on style, status, power and conspicuous consumption are discussed.

As luxury goods are losing their importance for demonstrating status, wealth or power to others, individuals are searching for alternative status symbols. Recently, individuals have increasingly used conspicuous consumption and displays of experiences on social media to obtain affirmation. This study aims to analyze the effects of luxury and nonluxury experiences, as well as traditional luxury goods on status- and nonstatus-related dimensions.

After presenting the theoretical foundation, the authors conduct a study with 599 participants to compare status perceptions elicited by the conspicuous consumption of luxury goods, luxury experiences and nonluxury experiences. The authors investigate whether experiences that are visibly consumed on Instagram are replacing traditional luxury goods as the most important status symbols. Furthermore, the authors examine the effects of the content shown on nonstatus-related dimensions and analyze whether status perceptions differ between female and male social media communicators. Finally, the authors analyze how personal characteristics (self-esteem, self-actualization and materialism) influence the status perceptions of others on social media.

The results show that luxury goods are still the most important means of displaying status. However, especially for women, luxury experiences are also associated with a high level of social status. Thus, the results imply important gender differences in the perceptions of status- and nonstatus-related dimensions. Furthermore, the findings indicate that, in particular, the individual characteristics of self-actualization and materialism affect status perceptions depending on the posted content.

While the research has already considered some alternative forms of conspicuous consumption, little attention has been given to experiences as status symbols. However, with their growing importance as substitutes for luxury goods and the rise of social media, the desire to conspicuously consume experiences is increasing. The authors address this gap in the literature by focusing on the conspicuous display of luxury and nonluxury experiences on social media.

In seeking to expand our understanding of brands and their impact on consumer behaviour, assesses the relationship between brand associations, which contribute to consumption behaviour. A self‐administered questionnaire was developed and administered to a non‐probabilistic convenience sample of 315 young consumers. The findings of this research indicate that the status‐conscious market is more likely to be affected by the symbolic characteristics of a brand; feelings aroused by the brand; and by the degree of congruency between the brand‐user’s self‐image and the brand’s image itself. Results also indicate that the higher the symbolic characteristics, the stronger the positive feelings, and the greater the congruency between the consumer and brand image, the greater the likelihood of the brand being perceived as possessing high status elements. The suspicion that status‐laden brands would be chosen for status consumption and conspicuous consumption was also confirmed. These findings broaden our understanding of status‐conscious consumers and their behaviour towards brands.

Here I present a theory of collective action that emphasizes the role of status. I argue that collective action contributions earn individuals improved status by signaling their concern for the group's welfare relative to their own. Having received greater prestige for their contributions to group goals, individuals’ actual motivation to help the group is increased, leading to greater subsequent contributions to group efforts and greater feelings of group solidarity. This “virtuous cycle” of costly contributions to group efforts and enhanced standing in the group shows one way in which individuals’ prosocial behaviors are socially constructed, a consequence of individuals’ basic concern for what others think of them. I discuss a variety of issues related to the theory, including its scope of application, theoretical implications, relationship to alternative models of reputation and prosocial behavior, possible practical applications, and directions for future research.

This paper aims to define the niche market concept and to investigate the extent to which purchasing niche products represents a form of conspicuous consumption. Consumers increasingly seek products that differ from the mainstream, and companies regard niche markets as a promising opportunity beyond saturated mass markets.

Based on survey data that combines self-report scales and actual purchase decisions, the effects of different dimensions of conspicuous consumption on niche product choice are investigated using binary logistic regression.

Choosing niche products over mass market products is mainly influenced by differentiation tendencies. Moreover, consumers use niche products to strengthen their role as opinion leaders. Choice of mass market products, on the other hand, is influenced by assimilation tendencies. In contrast to common assumptions, status-seeking consumers are more likely to choose a mass market alternative over niche products.

Based on the conceptualization of niche markets, this study reveals that niche products are a means for consumers to distinguish themselves. Limitations include the focus on a single product domain and country. Future research should replicate the study for other types of niche products and in other cultural settings.

Niche firms should explicitly consider the social effects of conspicuous consumption as a key driver of demand. Specifically, the unique nature of a niche product should be highlighted and recognizable to increase the acceptance among potential customers. Moreover, instead of focussing the status of niche products, marketing activities should address opinion leaders’ desire to maintain their standing among the social group by providing in-depth information and enhanced customer experience.

This paper addresses the call for a conceptual definition of niche markets. Moreover, while previous work focussed on the company perspective, this study allows for an improved understanding of consumer behaviour with regard to niche markets.

This paper aims to address how the status consumption tendency of consumers in emerging markets is negatively influenced by five individual traits: self-control, self-actualization, religiosity, future orientation and self-efficacy.

A conjoint experiment measured the importance of certain smartphone product attributes. A latent class regression analysis was then employed to estimate segment-level part-worths using conjoint data collected from 500 Bangladeshi consumers.

The results revealed three segments with members that differ in how they evaluate smartphone product attributes. Those susceptible to a product's brand name (i.e. status seekers) appear to have low self-control, are less religious and are more myopic.

An issue may exist with generalizability, as the analysis was conducted based on data collected in one country and for one product category. However, this study's framework provides direction for future researchers to better understand status consumption in emerging countries.

The findings are useful for marketers selling status products to improve market segmentation and target their offerings more efficiently.

The originality of this paper is twofold. First, it investigates the influencing factors of status consumption that have not been addressed in the extant literature. Second, it is the first to use experimental data to measure segment-level status consumption accurately.

Sociologists have paid little attention to what people mean when they call themselves “professionals” in their everyday talk. Typically, when occupations lack the characteristics of self-control associated with the established professions, such talk is dismissed as desire for greater status. An ethnography of speaking conducted among several technicians’ occupations suggests that dismissing talk of professionalism may have been premature. The results of this study indicate that among technicians, professional talk highlights dynamics of respect, collaboration, and expertise crucial to the horizontal divisions of labor that are common in postindustrial workplaces, but have very little to do with the desire for occupational power.