The Impact of Power-Distance Belief on Consumers’ Preference for Status Brands

Abstract

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. KEYWORDS: Power-distance beliefstatus brandsbuying status beliefself-worth