Skip navigation
Please use this identifier to cite or link to this item:
Full metadata record
DC FieldValueLanguage
dc.contributorShelton, Nicole-
dc.contributor.advisorCooper, Joel-
dc.contributor.authorBrombal, Sydney-
dc.description.abstractIdentification influence is a widely supported theory of consumer influence whereby underlying psychological mechanisms of identification cause consumers to accept influence from sources they wish to be more closely associated with. Alternatively, Shalev and Morwitz (2012) proposed a different theory to explain changes in consumers’ purchasing behaviors, comparisondriven self-evaluation and restoration (CDSER) influence, under which mechanisms of social comparison drive influence among consumers. This paper sought to replicate the findings of Shalev and Morwitz (2012) demonstrating the low-status user effect, which supports CDSER influence by showing that the observation of a low-status product user can positively influence a high-status user’s purchase intentions towards a target product. Experimental evidence from two studies provides mixed support for the low-status user effect and CDSER influence. This paper also aimed to extend the understanding of CDSER influence by accounting for the effects of selfesteem on the low-status user effect. Implications of these findings as well as potential limitations and suggestions for future research are discussed.en_US
dc.format.extent76 pages*
dc.titleThe effect of the low-status product user: Testing the comparison-driven self-evaluation and restoration model of consumer influenceen_US
dc.typePrinceton University Senior Theses-
Appears in Collections:Psychology, 1930-2021

Files in This Item:
File SizeFormat 
Brombal_Sydney.pdf1.3 MBAdobe PDF    Request a copy

Items in Dataspace are protected by copyright, with all rights reserved, unless otherwise indicated.