Belk, Russel W.
January 1981
Advances in Consumer Research;1981, Vol. 8 Issue 1, p170
Conference Proceeding
This paper reports the results of two studies Investigating the characteristics of product and service choices that tend to make these choices useful cues for inferences about the personality and social class of those who are observed consuming such items. The first study is a regression-based analysis of these determinant characteristics across a set of 39 types of products and services. Utilizing three characteristics that this analysis suggested are the strongest determinants of the usefulness of these product and service choices in impression formation, the second study experimentally varied the characteristic properties of a single consumption item choice in order to verify the results suggested by the regression model. The results tend to support the utility of cost and decision involvement as determinants of the Item's influence on impressions about its user, but did not support a similar influence from the amount of variability in the choice set.


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