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This research distinguishes between the goal of maintaining status and advancing status and investigates how consumers’ political ideology triggers sensitivity to a status-maintenance (vs. status-advancement) goal, subsequently altering luxury consumption. Because conservative political ideology increases the preference for social stability, the authors propose that conservatives (vs. liberals) are more sensitive to status maintenance (but not status advancement) and thus exhibit a greater desire for luxury goods when the status-maintenance goal is activated. Six studies assessing status maintenance using sociodemographic characteristics (Studies 1, 2, and 3a) and controlled manipulations, including ad framing (Study 3b) and semantic priming (Studies 4 and 5), provide support for this proposition. The studies show that the effect is specific to status maintenance and does not occur (1) in the absence of a status goal or (2) when the status-advancement goal (a focus on increasing status) is activated. Overall, the findings reveal that conservatives’ desire for luxury goods stems from the goal of maintaining status and offer insights into how luxury brands can effectively tailor their communications to audiences with a conservative ideology.

Choice architecture tools, commonly known as nudges, powerfully impact decisions and can improve welfare. Yet it is unclear who is most impacted by nudges. If nudge effects are moderated by socioeconomic status (SES), these differential effects could increase or decrease disparities across consumers. Using field data and several preregistered studies, the authors demonstrate that consumers with lower SES, domain knowledge, and numerical ability are impacted more by a wide variety of nudges. As a result, \"good nudges\" designed to increase selection of superior options reduced choice disparities, improving choices more among consumers with lower SES, lower financial literacy, and lower numeracy than among those with higher levels of these variables. Compared with \"good nudges,\" \"bad nudges\" designed to facilitate selection of inferior options exacerbated choice disparities. These results generalized across real retirement decisions, different nudges, and different decision domains. Across studies, the authors tested different explanations of why SES, domain knowledge, and numeracy moderate nudges. The results suggest that nudges are a useful tool for those who wish to reduce disparities. The research concludes with a discussion of implications for marketing firms and segmentation.

Although a large body of research has investigated how consumers use goods to signal their status, little is known about how brands manage status. The very few studies that have examined this topic are grounded in the traditional conception of status and focus on the possession and display of status signals. The authors offer an alternative understanding of status management by investigating the role of interactions in the service encounter. Drawing from extensive ethnographic work in luxury stores, they investigate how brands (re)configure the status games that surface in the service encounter. They show that through the material and social cues of the servicescape, brands shape consumers' class subjectivities—that is, they make consumers behave as class subjects who have a specific understanding of their position in the social hierarchy. Thus, managing status requires the active creation and management of consumers as class subjects. There is a shift from managing branded goods that signal status to managing customer experiences that make consumers enact status positions. This research helps identify new ways to manage status brands, especially luxury brands.

Research on market orientation finds that market-driven firms succeed by identifying and appealing to consumer needs. Yet many technologically innovative firms achieve remarkable success by taking a market-driving approach. The ways that firms drive markets without disruptive innovation, however, remain unclear. Adopting a market-systems perspective, the authors conduct an ethnographic analysis of producers, distributors, retailers, critics, and consumers in the U.S. wine market. They find that firms drive the market by playing a status game. Firms pursue a vision and advance that vision among influencers inside and outside the industry to gain recognition. Winners of the status game influence and drive social consensus by setting benchmarks and shaping consumer preferences to the firm's advantage. High status is difficult to imitate, creating an advantage that can endure for years or decades.

This study presents evidence on the role of social environment for the formation of prosociality. We show that socioeconomic status (SES) as well as intensity of mother-child interaction and mothers’ prosocial attitudes are related to elementary school children’s prosociality. We also present evidence on a randomly assigned variation of the social environment, providing children with a mentor for 1 year. Our data reveal a significant and persistent increase in prosociality in the treatment relative to the control group. Moreover, enriching the social environment closes the prosociality gap between low- and high-SES children. A mediation analysis suggests that prosociality develops in response to prosocial role models and intense social interactions.

We propose a self-regulation model of grandiose narcissism. This model illustrates an interconnected set of processes through which narcissists (i.e., individuals with relatively high levels of grandiose narcissism) pursue social status in their moment-by-moment transactions with their environments. The model shows that narcissists select situations that afford status. Narcissists vigilantly attend to cues related to the status they and others have in these situations and, on the basis of these perceived cues, appraise whether they can elevate their status or reduce the status of others. Narcissists engage in self-promotion (admiration pathway) or other-derogation (rivalry pathway) in accordance with these appraisals. Each pathway has unique consequences for how narcissists are perceived by others, thus shaping their social status over time. The model demonstrates how narcissism manifests itself as a stable and consistent cluster of behaviors in pursuit of social status and how it develops and maintains itself over time. More broadly, the model might offer useful insights for future process models of other personality traits.

While research on conspicuous consumption has typically analyzed how people spend money on products that signal status, this article investigates conspicuous consumption in relation to time. The authors argue that a busy and overworked lifestyle, rather than a leisurely lifestyle, has become an aspirational status symbol. A series of studies shows that the positive inferences of status in response to busyness and lack of leisure time are driven by the perceptions that a busy person possesses desired human capital characteristics (e.g., competence and ambition) and is scarce and in demand in the job market. This research uncovers an alternative kind of conspicuous consumption that operates by shifting the focus from the preciousness and scarcity of goods to the preciousness and scarcity of individuals. Furthermore, the authors examine cultural values (perceived social mobility) and differences among cultures (North America vs. Europe) to demonstrate moderators and boundary conditions of the positive associations derived from signals of busyness.

We show that individuals’ macroeconomic expectations are influenced by their socioeconomic status (SES). People with higher income or higher education are more optimistic about future macroeconomic developments, including business conditions, the national unemployment rate, and stock market returns. The spread in beliefs between highand low-SES individuals diminishes significantly during recessions. A comparison with professional forecasters and historical data reveals that the beliefs wedge reflects excessive pessimism on the part of low-SES individuals. SES-driven expectations help explain why higher-SES individuals are more inclined to invest in the stock market and more likely to consider purchasing homes, durable goods, or cars.