Affiliation:
1. Marketing, Sogang Business School Sogang University Seoul South Korea
2. C+R Research Chicago Illinois USA
Abstract
AbstractThe perception of a busy life as an indicator of self‐worth varies among individuals. Postulating that this perceptual difference can be attributed to one's attitude toward social stratification, the current research examines the interplay between perceived busyness and power distance belief (PDB). We propose that perceived busyness dictates a consumer's subjective social status under low PDB but not under high PDB. Furthermore, the interaction between perceived busyness and PDB determines an individual's relative preference for purchase types: material versus experiential purchases. Study 1 verifies that consumers' perceived busyness has a positive effect on their evaluation of their social status when they have low PDB, whereas this effect disappears when they have high PDB. Study 2 tests the asymmetric effect of perceived busyness and PDB on preference for purchase types, and Study 3 further provides evidence for the mediating role of subjective social status.
Subject
Applied Psychology,Social Psychology