TY - JOUR
T1 - Social rank
T2 - implications for consumers as actors and observers
AU - Rucker, Derek D.
N1 - Publisher Copyright:
Copyright © 2019 Elsevier Ltd. All rights reserved.
PY - 2020/6/1
Y1 - 2020/6/1
N2 - This review provides an introduction to the relationship between consumers' social rank and their behavior as actors and observers. As actors, people's experience of occupying a position of lower or higher social rank-whether actual or imagined-influences consumer behavior outcomes such as gift giving and luxury consumption. As observers, people exhibit both positive and negative responses to others' signals of social rank. Finally, research opportunities related to power versus status hierarchies, how observers categorize luxury consumption, and observers' ability to correctly assess an actor's social rank are discussed. In total, this review provides a primer on past, present, and future research on the role of social rank in consumer behavior.
AB - This review provides an introduction to the relationship between consumers' social rank and their behavior as actors and observers. As actors, people's experience of occupying a position of lower or higher social rank-whether actual or imagined-influences consumer behavior outcomes such as gift giving and luxury consumption. As observers, people exhibit both positive and negative responses to others' signals of social rank. Finally, research opportunities related to power versus status hierarchies, how observers categorize luxury consumption, and observers' ability to correctly assess an actor's social rank are discussed. In total, this review provides a primer on past, present, and future research on the role of social rank in consumer behavior.
UR - http://www.scopus.com/inward/record.url?scp=85085712583&partnerID=8YFLogxK
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U2 - 10.1016/j.copsyc.2019.07.024
DO - 10.1016/j.copsyc.2019.07.024
M3 - Review article
C2 - 31398538
AN - SCOPUS:85085712583
VL - 33
SP - 57
EP - 61
JO - Current Opinion in Psychology
JF - Current Opinion in Psychology
SN - 2352-250X
ER -