The Impact of Power-Distance Belief on Consumers’ Preference for Status Brands
The Impact of Power-Distance Belief on Consumers’ Preference for Status Brands
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DOI：
10.1080/08911762.2013.844290
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发表时间：
2014-01
影响因子：
--
通讯作者：
Youngseon Kim;Yinlong Zhang
中科院分区：
文献类型：
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作者：
Youngseon Kim;Yinlong Zhang
摘要我们测试了权力距离信念(接受和预期权力差距)对消费者对地位品牌(如劳力士或路易威登等与社会地位有关的品牌)偏好的影响。我们的相关和因果结果表明，高权力距离信念的消费者倾向于比低权力距离信念的消费者更倾向于地位品牌。值得注意的是，购买地位信念(一种购买地位品牌可以提高一个人的社会地位的信念)缓和了这种影响。此外，这种双向互动对于自我价值感相对较低而不是较高的人来说更强。
ABSTRACT We tested the impact of power-distance belief (accepting and expecting power disparity) on consumers’ preference for status brands (brands such as Rolex or Louis Vuitton, which are associated with social status). Our correlational and causal results show that consumers with high power-distance belief tend to have a stronger preference for status brands than those with low power-distance belief. Notably, buying status belief (a belief that buying status brands can enhance one's social status) moderates this effect. Further, this two-way interaction is stronger for people with a relatively lower, rather than higher, self-worth state.