Status consumption and role-relaxed consumption: A tale of two retail consumers |
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| Affiliation: | 1. Department of Agricultural Economics, Purdue University, United States;2. Department of Economics and Decision Sciences, Western Illinois University, Macomb, IL 61455, United States;3. Department of Economics and Environmental Studies Program, Binghamton University, Binghamton, NY 13902, United States;1. University of Vaasa, Faculty of Business Studies, Department of Marketing, Wolffintie 34, FI-65200 Vaasa, Finland;2. Hanken School of Economics, Department of Marketing, Kauppapuistikko 16, FI-65100 Vaasa, Finland;3. Hanken School of Economics, Arkadiankatu 22, FI-00100 Helsinki, Finland;4. International University of Monaco, INSEEC Research Center, 2, Avenue Albert II, MC-98000, Monaco |
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| Abstract: | Our study contrasts status-seeking consumers with role-relaxed consumers across personal, social influence, and market influence factors. The results of a survey of 598 consumers supported all but four of 15 hypotheses. The findings suggest that status-seeking consumers: (1) tend to conform to group norms, yet (2) maintain a need for uniqueness, (3) are susceptible to normative, but not necessarily informational interpersonal influence, (4) can be opinion leaders, but not necessarily opinion seekers, and (5) have tendencies that contrast sharply with role-relaxed consumer tendencies. In contrast, role-relaxed consumers: (1) do not generally conform to group norms, (2) are typically not susceptible to informational nor normative interpersonal influence, (3) do not pay attention to social comparison information, (4) are neither opinion leaders nor opinion seekers, and (5) have tendencies that contrast sharply with status consumer tendencies. |
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