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When size does matter: Dominance versus prestige based status signaling

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  • Panchal, Shirish
  • Gill, Tripat

Abstract

Prior research in status signaling and conspicuous consumption has viewed status as a unitary concept and largely relied on prestige based status. Signaling based on the other status dimension – dominance based status – has not been explicitly examined. We draw from this dominance-prestige based model and propose that product and brand size are predominantly a dominance based status signaling mechanism. As such, this size-as-status signal is confined to male (and not female) consumers. We also propose that this signaling strategy is driven by the experience of higher hubristic pride under dominance (vs. prestige) status, and is also moderated by an environmental contingency (personal control over life outcomes). We test and verify these hypotheses using two experimental studies and a novel procedure to manipulate dominance versus prestige based status. The results support the overall hypotheses that product/brand size can be a signal of dominance based status among males.

Suggested Citation

  • Panchal, Shirish & Gill, Tripat, 2020. "When size does matter: Dominance versus prestige based status signaling," Journal of Business Research, Elsevier, vol. 120(C), pages 539-550.
    • Handle: RePEc:eee:jbrese:v:120:y:2020:i:c:p:539-550
    DOI: 10.1016/j.jbusres.2019.03.047
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    References listed on IDEAS

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    1. Yajin Wang & Vladas Griskevicius, 2014. "Conspicuous Consumption, Relationships, and Rivals: Women's Luxury Products as Signals to Other Women," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(5), pages 834-854.
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    Cited by:

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