Influence via Comparison-Driven Self-Evaluation and Restoration: The Case of the Low-Status Influencer
AbstractAmple research shows that consumers accept influence from a source they identify with and reject influence from a source they wish to dissociate from. The current article moves beyond the well-established identification principle and delineates a new influence process. Influence via comparison-driven self-evaluation and restoration (CDSER) takes place when one observes a counterstereotypical product user and, as a result, questions one’s relative standing on the trait that the product symbolizes. In response to this threatening self-evaluation, the observer becomes more interested in the target product. To clearly distinguish CDSER from identification influence, the current investigation focuses on product users with a low socioeconomic status (SES). In contrast to the predictions of the identification principle, this article demonstrates that low-SES users can in some circumstances positively influence observers and increase their purchase intentions. The “low-status user effect” and the CDSER mechanism are demonstrated across multiple product categories in four studies.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 38 (2012)
Issue (Month): 5 ()
Pages: 964 - 980
Contact details of provider:
Web page: http://www.journals.uchicago.edu/JCR/
You can help add them by filling out this form.
reading list or among the top items on IDEAS.Access and download statisticsgeneral information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division).
If references are entirely missing, you can add them using this form.