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标题:Empirical tests of status consumption: Evidence from women's cosmetics
时间:2020-03-26 19:02:23
DOI:10.1016/S0167-4870(97)00038-X
作者:Angela Chao;Juliet B. Schor
关键词:gender differences;status;consumption
出版源: 《Journal of Economic Psychology》 ,1996 ,19 (1) :107-131
摘要:Nearly all applied work in consumer demand assumes the absence of status consumption. The validity of this assumption has not been supported through empirical inquiry which confirms the unimportance of status motivations in consumer behavior. However, it is feasible to conduct tests which differentiate between status-motivated behavior and consumer purchasing in which no status motivations are present. This paper provides such a test, which is based on the fact that social visibility is ordinarily necessary for a good to serve as a status symbol. We investigate brand buying among four cosmetics products, and find, as hypothesized, that more "status" is purchased with the more socially visible products. Specifically, we find that visible goods have a lower price-quality correlation and a pattern of brand buying favoring higher-priced brands. We also investigate differing degrees of status-consumption by income, education, race, and urban/suburban dwelling. Our results provide strong support for the existence of status-consumption and are not consistent with theories in which no status-consumption is occurring.
大小:311 kb
页数:26 PAGES
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