View article

Consumers are known to seek out and display conspicuous goods—items that are exclusive and signal wealth and high social standing. Though many factors can drive such conspicuous consumption, the present work looks at an unexplored element: whether consumers find themselves in a dominance versus prestige-based hierarchy. Dominance-based hierarchies encourage consumers to use threatening, assertive, and manipulative behaviors to navigate the hierarchy. In contrast, prestige-based hierarchies encourage consumers to show their talent, skills, and motivation to operate within the hierarchy. The present research reveals how these two main bases of hierarchy shape consumers’ consumption of conspicuous goods. Specifically, dominance, relative to prestige hierarchies, is proposed to foster greater social anxiety, which leads people to seek conspicuous goods as a means of psychological …