Social class differences in attribution of stability and purchase intention following a product-harm crisis / Diferencias entre clases sociales en la atribución de estabilidad y la intención de compra tras una crisis de reputación de un producto

Abstract

Middle-class contexts foster solipsism, a social cognitive tendency that focuses on one’s internal states, goals and motivations and favours dispositional attribution. By contrast, working-class contexts foster contextualism, a social cognitive tendency that focuses on uncontrollable situational forces and favours situational attribution. The current research investigates social class differences in attribution of stability and purchase intention following a product-harm crisis. Consistent with previous research on social class differences in social cognitive tendency, four studies ( N = 680) demonstrate that middle- (vs. working-) class individuals perceive themselves as having a higher social status in society (Studies 1A and 3), which leads to a stronger tendency to attribute stability to a product-harm crisis (Studies 1A, 1B, 2 and 3), believing to a greater extent that the problem is typical of the brand’s products and the brand will likely run into similar problems in the future. Moreover, this stability attribution has downstream consequences for purchase intention — middle- (vs. working-) class individuals are less likely to purchase products from the same brand following a product-harm crisis (Study 3).