The role of product acquisition mode in self- and social-signals of status

Yang (Jenny) Guo (), Cait Lamberton () and Kelly Goldsmith ()
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Yang (Jenny) Guo: Binghamton University, SUNY
Cait Lamberton: University of Pennsylvania
Kelly Goldsmith: Vanderbilt University

Marketing Letters, 2024, vol. 35, issue 1, No 10, 143-157

Abstract: Abstract Access-based systems have been touted to allow more equitable access to consumption opportunities, but what are their effects on felt (in)equality? To answer this, we examine acquisition mode (access vs. ownership) as a status signal. We find that when consumers access goods that others own, they attribute lower social status to themselves and are less likely to disclose their access-based acquisition mode. Further, access’s function as a negative self-signal emerges regardless of whether acquisition mode is public or private. Consistent with this self-signaling mechanism, effects are most prominent among consumers for whom ownership is identity-central. Importantly, this negative self-judgment converges with the way we judge others; we also ascribe lower status to others when they access what we own. Together, these findings: (i) suggest felt status inequality may not be reduced by access, and (ii) offer insights to marketers hoping to better understand consumers’ experiences in access-based systems.

Keywords: Self-signaling; Status; Access; Ownership (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s11002-023-09688-1

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