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- W3217427992 abstract "Many researchers have discovered that socio-economic status (SES) interacts with consumers’ behavior in health-related domains. To contribute to existing literature, this study tries to find a relationship between SES and consumer brand behavior. I used an online experiment where participants were randomly assigned to either the low or high SES condition and a partner or servant brand appeal. I propose that low SES consumers feel a reduced sense of control. Based on compensatory behavior, I hypothesize that low SES consumers show a preference for servant brands in order to regain their sense of control. Therefore, I propose that the relationship between low SES consumers and preference for servant brands is mediated by a decreased sense of control consistent with compensatory consumption. However, my research did not find that low SES consumers have a reduced sense of control. In contrast with past research, my results do not suggest a relationship between low SES consumers and preference for servant brands. Second, I included perceived economic mobility (PEM) in this study since the prevalence of economic mobility in the world is increasing. I expected that the whole interaction effect would only appear when low SES consumers have a low PEM. In contrast with existing literature, I did not find any support for PEM as a boundary condition. Overall, the current research provides insights about consumer brand behavior that contribute to the literature about SES, PEM, sense of control, compensatory behavior, and brand positioning." @default.
- W3217427992 created "2021-12-06" @default.
- W3217427992 creator A5019711673 @default.
- W3217427992 date "2021-01-01" @default.
- W3217427992 modified "2023-09-27" @default.
- W3217427992 title "Prefer to be served when you feel life is undeserved: The effect of SES on the preferences for brand positioning" @default.
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