Kellogg School of Management, Northwestern University, United States.
Curr Opin Psychol. 2020 Jun;33:57-61. doi: 10.1016/j.copsyc.2019.07.024. Epub 2019 Jul 18.
This review provides an introduction to the relationship between consumers' social rank and their behavior as actors and observers. As actors, people's experience of occupying a position of lower or higher social rank-whether actual or imagined-influences consumer behavior outcomes such as gift giving and luxury consumption. As observers, people exhibit both positive and negative responses to others' signals of social rank. Finally, research opportunities related to power versus status hierarchies, how observers categorize luxury consumption, and observers' ability to correctly assess an actor's social rank are discussed. In total, this review provides a primer on past, present, and future research on the role of social rank in consumer behavior.
这篇综述介绍了消费者的社会地位与其作为行为者和观察者的行为之间的关系。作为行为者，人们实际或想象中所处的社会地位较高或较低的体验会影响消费行为结果，如送礼和奢侈品消费。作为观察者，人们会对他人的社会地位信号做出积极和消极的反应。最后，讨论了与权力与地位等级相关的研究机会、观察者如何对奢侈品消费进行分类，以及观察者正确评估行为者社会地位的能力。总的来说，这篇综述为过去、现在和未来研究社会地位在消费者行为中的作用提供了一个入门介绍。
