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- W2783002478 endingPage "486" @default.
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- W2783002478 abstract "The current work investigates whether childhood socioeconomic status influences how people respond to brands. Results from two experiments show that, perhaps counterintuitively, everyday brands—and not luxury brands—can threaten the self‐esteem of people who had poor childhoods. Supported by the results of our pilot study, we argue this is because everyday brands represent a material norm that can be difficult for low‐income consumers to achieve. Furthermore, our findings suggest that consumers from poor backgrounds may cope with this threat by becoming morse self‐interested, as indicated by decreased volunteer intentions." @default.
- W2783002478 created "2018-01-26" @default.
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- W2783002478 date "2018-02-01" @default.
- W2783002478 modified "2023-09-26" @default.
- W2783002478 title "Can Everyday Brands Be Threatening? Responses to Brand Primes Depend on Childhood Socioeconomic Status" @default.
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- W2783002478 doi "https://doi.org/10.1002/jcpy.1029" @default.
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