How Low Can I Go? the Comparative Effect of Low Status Users on Buying Intentions

Consumers from low socio-economic classes are not considered effective influencers, as they usually do not represent an aspirational reference group with whom people identify. The current research revisits this widely accepted notion, and demonstrates that low-status product users can positively inf...

Full description

Saved in:
Bibliographic Details
Published inAdvances in Consumer Research Vol. 38; p. 1
Main Authors Shalev, Edith, Morwitz, Vicki
Format Conference Proceeding
LanguageEnglish
Published Urbana Association for Consumer Research 01.01.2011
Subjects
Consumer behavior
Socioeconomic factors
Studies
Online AccessGet full text

Cover

More Information
Summary:Consumers from low socio-economic classes are not considered effective influencers, as they usually do not represent an aspirational reference group with whom people identify. The current research revisits this widely accepted notion, and demonstrates that low-status product users can positively influence observers and increase their likelihood of purchasing the target product.
ISSN:0098-9258