WHEN DO SOCIAL NORMS REPLACE STATUS‐SEEKING CONSUMPTION? AN APPLICATION TO THE CONSUMPTION OF CLEANLINESS

Abstract

ABSTRACT Interdependencies in consumer behavior stem from either status‐seeking consumption or compliance with social norms. This paper analyzes how a consumption act changes from a means to signal the consumer's status to a means of norm compliance. It is shown that such a transformation can only be understood when consumer motivations other than social recognition are taken into account. We depict norm emergence as a learning process based on changing associations between a specific consumption act and widely shared, non‐subjectivist consumer needs. Our conjectures are illustrated by means of a case study: the emergence of the cleanliness norm in the 19th century.