聚焦前沿| 市场学重要期刊之地位消费专题
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市场学重要期刊之地位消费专题
转发自对外经贸公众号UIBE全球营销
01
这里跌倒，那里爬起来
Status Pivoting
Dafna Goor, Anat Keinan, Nailya Ordabayeva. Journal of Consumer Research, Volume 47, Issue 6, April 2021, Pages 978–1002
Abstract
Prior research has established that status threat leads consumers to display status-related products such as luxury brands. While compensatory consumption within the domain of the status threat (e.g., products associated with financial and professional success) is the most straightforward way to cope with comparisons to high-status individuals, we examine when, why, and how consumers cope with status threat by choosing to “pivot” and display success and achievements in alternative domains. Using a mixed-method approach combining field and lab experiments, incentive-compatible designs, netnographic analysis, observational study, and qualitative interviews, we show that consumers cope with status threat by signaling their status and success in alternative domains. We conceptualize this behavior as “status pivoting” and show that it occurs because experiencing status threat motivates consumers to adopt beliefs about tradeoffs across domains; that is, to believe that status acquisition requires tradeoffs and hence others’ success in one domain comes at the cost of success in another domain. We compare the prevalence and appeal of status pivoting to restoring status within the domain of the threat. We further examine when consumers are likely to engage in status pivoting and show that this effect is attenuated when high status within the domain of the threat is attainable.
摘要
已有研究表明，地位威胁会导致消费者展示与地位相关的产品（如奢侈品牌的产品）。在受到地位威胁的领域内进行补偿性消费（例如，购买与经济和职业成功相关的产品）是消费者在与高地位他人比较时采用的最直接方法。不过，本文则重点探究了消费者通过“旋转”在替代领域展示成功和成就来应对地位威胁的方式、原因和条件。采用现场和实验室实验、激励相容设计、网络图分析、观察研究和定性访谈相结合的混合方法，本研究发现，消费者可以通过在替代领域展示自己的地位和成功来应对地位威胁。本研究将这种行为定义为“地位旋转”，并进一步发现，地位旋转背后的原因是消费者经历状态威胁时产生的跨领域平衡信念。换言之，他们相信获得地位需要平衡，其他人在一个领域的成功是以牺牲另一个领域的成功为代价的。另外，本研究探索了以恢复威胁领域内地位为目的的地位旋转的普遍性和吸引力。通过进一步研究消费者进行地位转移的条件，本研究还发现，当威胁领域内的高地位可以实现时，这一效应会减弱。
02
有钱人为什么购买“土味奢侈品”？
Trickle-Round Signals: When Low Status Is Mixed with High
Silvia Bellezza, Jonah Berger
Journal of Consumer Research, Volume 47, Issue 1, June 2020, Pages 100–127
Abstract
Trickle-down theories suggest that status symbols and fashion trends originate from the elites and move downward, but some high-end restaurants serve lowbrow food (e.g., potato chips, macaroni and cheese), and some high-status individuals wear downscale clothing (e.g., ripped jeans, duct-taped shoes). Why would high-status actors adopt items traditionally associated with low-status groups? Using a signaling perspective to explain this phenomenon, the authors suggest that elites sometimes adopt items associated with low-status groups as a costly signal to distinguish themselves from middle-status individuals. As a result, signals sometimes trickle round, moving directly from the lower to the upper class, before diffusing to the middle class. Furthermore, consistent with a signaling perspective, the presence of multiple signaling dimensions facilitates this effect, enabling the highs to mix and match high and low signals and differentitu'weate themselves. These findings deepen the understanding of signaling dynamics, support a trickle-round theory of fashion, and shed light on alternative status symbols.
摘要
涓滴理论认为，地位象征和时尚趋势起源于精英阶层，并向下移动。不过，一些高端餐提供低档的食物（如薯片、通心粉和奶酪），一些高地位的个体也会穿着低档服装（如破洞牛仔裤、管道胶带鞋）。为什么地位高的个体反而会采用传统观念上与地位低的群体有关的项目？基于信号学的观点，作者认为，精英们有时会采用与低地位群体相关的项目作为区别于中等地位个体的昂贵信号。因此，信号有时会出现“涓绕”，即在传播到中产阶级之前，从下层阶级直接传播到上层阶级。此外，与信号理论观点一致，多个信号维度的存在加强了这种效应，使得高地位个体混合高低信号来凸显地位。这些发现加深了对动态信号的理解，支持了时尚的涓绕理论，并揭示了全新的地位象征方式。
03
如果钻石不能永恒怎么办？
What if diamonds did not last forever? Signaling status achievement through ephemeral versus iconic luxury goods
Perrine Desmichela,⁎, Nailya Ordabayevab, Bruno Kocherc
Organizational Behavior and Human Decision Processes 158 (2020) 49–65
Abstract
Individuals signal status through luxury goods because high status confers social, economic, and psychological benefits. While it is known that luxury (vs. non-luxury) consumption signals individuals' high (vs. low) level of status, it is unclear how individuals' marketplace behaviors influence perceptions of type, or source, of their status. The present research examines how ephemeral and iconic luxury consumption signals individuals' achieved or ascribed social status. Seven studies (and two follow-ups) show that, while ephemeral and iconic luxury consumption signal similar levels of individuals' ascribed status, ephemeral luxury consumption signals individuals' higher achieved social status than iconic luxury consumption. This happens because ephemeral luxury consumption signals individuals' higher creativity than iconic luxury consumption. We outline the boundaries of this phenomenon and demonstrate its behavioral downstream consequences. Our findings offer guidance on how individuals and managers can leverage the status signaling value of ephemeral and iconic luxury goods.
摘要
因为高地位会带来社会、经济和心理上的利益，个体常常会通过奢侈品传递地位信号。尽管奢侈品（相对于非奢侈品）消费标志着个人的高（相对于低）地位水平已是不争的事实，但尚无研究探索个人的市场行为如何影响他人对其地位类型或来源的看法。本研究探讨了短暂的奢侈品（例如LV的当季新款）和标志性的奢侈品（例如爱马仕的Kelly经典款）消费如何彰显个人的先赋性地位和自致性地位。七项研究（和两项后续研究）表明，虽然短暂的和标志性的奢侈品消费彰显个体自致性地位的水平相似，但在彰显个体先赋性地位方面，短暂的奢侈品消费优于标志性的奢侈品。这是因为短暂的奢侈品消费彰显了个体更高的创造力。本研究进一步探讨了这一现象的边界条件，并论证了其行为结果。这一发现为个体和管理者如何利用短暂和标志性奢侈品的地位信号价值提供了指导。
04
花得越多财富越多？
Beliefs about Whether Spending Implies Wealth
Heather Barry Kappes, Joe J Gladstone, Hal E Hershfield
Journal of Consumer Research, Online Published: 12 December 2020
Abstract
Spending is influenced by many factors. One that has received little attention is the meaning that people give to the act of spending. Spending money might imply that someone is relatively wealthy—since they have money to spend—or relatively poor—since spending can deplete assets. We show that people differ in the extent to which they believe that spending implies wealth (SIW beliefs). We develop a scale to measure these beliefs and find that people who more strongly believe that SIW spend their own money relatively lavishly and are, on average, more financially vulnerable. We find correlational evidence for these relationships using objective financial-transaction data, including over 2 million transaction records from the bank accounts of over 2,000 users of a money management app, as well as self-reported financial well-being. We also find experimental evidence by manipulating SIW beliefs and observing causal effects on spending intentions. These results show how underlying beliefs about the link between spending and wealth play a role in consumption decisions, and point to beliefs about the meaning of spending as a fruitful direction for further research.
摘要
消费受到许多因素的影响。一个很少受到关注的问题是人们对消费行为的理解。消费可能意味着某人相对富有（因为他们有钱花），或者相对贫穷（因为花钱会耗尽资产）。本研究表明，人们在消费表明财富的信念上存在差异（SIW信念）。本研究开发了量表来测量这一信念，并发现那些相信SIW的个体消费更多，平均来说在经济上也更脆弱。本研究通过金融交易数据，包括2000多名理财应用程序用户的银行账户中的200多万条交易记录，以及自我报告的财务状况，验证了这一相关关系。本研究同时通过实验，发现了SIW信念与消费意愿之间的因果关系。这些结果显示了对消费与财富关系的基本信念如何在消费决策中发挥作用，并指出关于消费信念的研究是未来富有前景的发展方向。
END
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