The effect of the low-status product user: Testing the comparison-driven self-evaluation and restoration model of consumer influence

Abstract

Identification 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.