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首页> 外文期刊>Journal of Business Research >When size does matter: Dominance versus prestige based status signaling
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When size does matter: Dominance versus prestige based status signaling

机译：尺寸确实很重要：主导与威望的基于状态信令

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摘要

Prior research in status signaling and conspicuous consumption has viewed status as a unitary concept and largely relied on prestige based status. Signaling based on the other status dimension - dominance based status - has not been explicitly examined. We draw from this dominance-prestige based model and propose that product and brand size are predominantly a dominance based status signaling mechanism. As such, this size-as-status signal is confined to male (and not female) consumers. We also propose that this signaling strategy is driven by the experience of higher hubristic pride under dominance (vs. prestige) status, and is also moderated by an environmental contingency (personal control over life outcomes). We test and verify these hypotheses using two experimental studies and a novel procedure to manipulate dominance versus prestige based status. The results support the overall hypotheses that product/brand size can be a signal of dominance based status among males.
机译：在状态信令和显着的消费中的先验研究已将状态视为统一概念，并且在很大程度上依赖于基于威望的状态。基于其他状态维度的信令 - 基于主导地位的地位 - 尚未明确检查。我们从这个主导地位的威望的模型中汲取，并提出产品和品牌规模主要是基于优势的地位信号传导机制。因此，这种尺寸的AS状态信号仅限于雄性（而不是女性）消费者。我们还提出，这种信令战略是由占主导地位（VS.声望）地位的高级血统骄傲的经验驱动，也受到环境应急（个人控制对寿命结果）的主持。我们使用两个实验研究和新颖的程序来测试和验证这些假设，以操纵基于声望的主导地位。结果支持产品/品牌大小可以是雄性中基于优势的信号的总体假设。

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