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首页> 外文期刊>Organization science >Assimilation or Contrast? Status Inequality, Judgment of Product Quality, and Product Choices in Markets
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Assimilation or Contrast? Status Inequality, Judgment of Product Quality, and Product Choices in Markets

机译：同化还是对比？地位不平等，产品质量判断和市场中的产品选择

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Much of organizational status research has been conducted at the micro level by examining the effect of individual status positions. To answer calls for more status research at the macro level, this study extends psychological research on assimilation and contrast effects to examine how status inequality as a distributional property influences product choices in markets. In the context of U.S. college bowls (a specific type of organization within U.S. collegiate athletics), this study analyzes how the status inequality among bowls influences bowls' stadium attendance, which reflects the judgment of bowls by football fans as the key buyers. The analyses yield evidence consistent with assimilation and contrast effects. Below the middle level of status inequality, the relationship between status inequality and stadium attendance is positive for low-status bowls but negative for high-status bowls. Above the middle level of status inequality, the relationships are reversed. The effect of status inequality is also stronger for low-status bowls that are newer and thus more uncertain in product quality. These findings make significant contributions to understanding status hierarchies in markets by redirecting organizational status research with a macrolevel view, uncovering cognitive processes underlying buyers' judgment of products based on organization status, and demonstrating the dynamics of status hierarchies and their consequences for organizations.
机译：许多组织状态研究是通过检查单个状态职位的影响而在微观层面进行的。为了回答在宏观层面进行更多状态研究的需求，本研究扩展了关于同化和对比效应的心理学研究，以检验状态不平等作为分配属性如何影响市场中的产品选择。在美国大学保龄球（美国大学田径运动中的特定组织）的背景下，本研究分析了保龄球之间的状态不平等如何影响保龄球馆的出勤率，这反映了足球迷对保龄球作为主要购买者的判断。分析得出的证据与同化和对比效果一致。在状态不平等的中间水平以下，状态不平等与场馆出勤之间的关系对于低状态的碗为正，而对于高状态的碗则为负。在状态不平等的中间水平之上，这种关系是相反的。状态不平等对较新的低状态碗的影响也更大，因此产品质量更加不确定。这些发现为通过宏观角度重定向组织状态研究，揭示基于组织状态的买方对产品的判断所依据的认知过程以及展示状态层次结构的动态及其对组织的影响，为理解市场状态层次做出了重要贡献。

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