How Social Insecurity and the Social Meaning of Advertising Reinforce Minority Consumers' Preference for National Brands

Wyatt, Rosalind J.; Gelb, Betsy D.; Geiger-Oneto, Stephanie

doi:10.1080/10641734.2008.10505238

Cited by 13 publications

(5 citation statements)

References 23 publications

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“…Maybe then they’d think about cannabis a little different. [Corey]Similar to minority consumers who respond to their status insecurity by purchasing goods they believe will increase their social status (Wyatt et al 2008; Geiger-Oneto et al 2013), these dispensary operators sought to present themselves in a positive manner in order to overcome that insecurity. Here, however, overcoming insecurity came not through consumption but through behaviors that countered negative stereotypes associated with their group.…”

Section: Discussion Of Rejection Of the Dominant Logicsmentioning

confidence: 99%

Entrepreneurship, Identity, and the Transformation of Marketing Systems

Klein

2016

Journal of Macromarketing

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This paper examines how entrepreneurs operating in underground markets come to see laws governing marketing systems as illegitimate and explores the role identity plays in motivating entrepreneurs to challenge existing institutions. Analysis of interviews with 27 cannabis dispensary founders showed that entrepreneurs came to reject medical cannabis prohibition as illegitimate after direct experience with both cannabis and traditional medicines convinced them the factual basis upon which prohibition rested was flawed. Perception of prohibition's illegitimacy fostered entrepreneur identification as a member of a superior in-group constrained by an illegitimate institution. Pursuing opportunities in illegal markets then became a vehicle for entrepreneurs to enact valued identities by challenging and undermining prohibition. This analysis extends work on informal economy entrepreneurship by showing that dis-identification with formal institutions does more than enable entrepreneurs to recognize economic opportunities ignored by those working within institutional boundaries; it also opens existing marketing systems to decay by providing economic and psychological resources for dismantling the laws that govern them.

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Section: Discussion Of Rejection Of the Dominant Logicsmentioning

confidence: 99%

Entrepreneurship, Identity, and the Transformation of Marketing Systems

Klein

2016

Journal of Macromarketing

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“…The second part was used to assess the respondents' value consciousness, social status insecurity, status consumption, ATPCLP and purchase intention. All the items in the questionnaire were adapted from previous studies (Ang et al, 2001;Eastman et al, 1999;Lichtenstein et al, 1990;Wu, 2001;Wyatt et al, 2008). The items were measured using two 6-point Likert-type scales that range from 1 5 "Strongly disagree" to 6 5 "Strongly agree", and from 1 5 "Not at all" to 6 5 "Definitely will".…”

Section: Attitude Towards Purchasing Luxury Counterfeit Productsmentioning

confidence: 99%

Why do consumers buy counterfeit luxury products? A tale of two major cities in two different countries

Kassim

Mezghiche

Bogari

et al. 2020

APJML

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PurposeThe purpose of this paper is to examine customer attitudes toward purchasing counterfeit luxury products (ATPCLP) in two cities in two different countries (Saudi Arabia and Malaysia) by testing the relationships between the various reasons for purchasing those products: social status insecurity, status consumption and value consciousness.Design/methodology/approachQuestionnaires were distributed conveniently to urban customers in Kuala Lumpur, Malaysia and Jeddah, Saudi Arabia. Altogether 658 useable questionnaires were collected and analyzed using descriptive statistics, general linear model of univariate analysis of variance and structural equation modeling.FindingsQuality, price, popularity and status signaling represent the main motivating factors for their brand choices of counterfeit luxury products among the two country groups of customers. As expected, customers' social status insecurity influences their ATPCLP, but not their status consumption. However, status consumption does positively moderates the relationship of their social status insecurity and their ATPCLP. Furthermore, customers' value consciousness influences their ATPCLP and moderates the relationship between status consumption and ATPCLP. The impact of status consumption on ATPCLP depends on the importance one places on the value of the products. However, the authors found no differences in social status insecurity, status consumption and value consciousness, on their ATPCLP among the customers. Some implications and limitations of the results are discussed.Research limitations/implicationsThe use of convenience sampling and mainly college students (in Saudi Arabia) as respondents represent the main limitations of this study.Practical implicationsThe practical implication of this study is to discourage the purchasing of counterfeit luxury products in their respective country Malaysian marketers need to stress that their genuine products are of top quality while Saudi marketers need to stress that their genuine products are of well-known brands that are sourced from well-known countries of origin. Besides, Malaysian marketers need to offer genuine products that are not overly priced or ones that indicate value-for-money while Saudi marketers need to convey the message that their genuine products could help enhance or uplift their customers' social status. In this study, the authors did not find any support for differences in ATPCLP between the two rather different Muslim-majority countries. This could be due to the fact that the majority of the respondents were females in their mid-20s and that both countries have a growing number of young customer base, which makes them particularly attractive target customers for branded/luxury products and, at the same time, easy preys to luxury products counterfeiters. This implies that there are still more opportunities for academics to study the topic or related topics in the future.Originality/valueAs far as the authors know, no one has undertaken a comparative study involving two very different Islamic majority countries (more conservative mono-cultural and mono-ethnicity Saudi Arabia versus less conservative multicultural and multi-ethnicity Malaysia) before.

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“…Respondents were asked to indicate their level of agreement, using a 1-7 scale Likert scale, with each of the following four statements (Geiger-Oneto et al 2013; Wyatt, Gelb, and Geiger-Oneto 2008): “Sometimes I have to work very hard just to prove that I am just as good as anyone else,” “Sometimes others view me as second class,” “People are biased against me sometimes,” and “Some people look down on me because of my social status.” These items have been used in previous studies investigating the relationship between one’s level of status insecurity and the consumption-related behaviors (Geiger-Oneto et al 2013; Wyatt, Gelb, and Geiger-Oneto 2008).…”

Section: Methodsmentioning

confidence: 99%

“…Status insecurity, defined as “the degree to which an individual is concerned with appearing low-class or feels uncertainty about his or her social standing” is one emotional response to being a member of a low-status group (Geiger-Oneto et al 2013, p. 361). Individuals with high levels of status insecurity have a greater awareness of their social status and may engage in behaviors perceived as increasing their social status such as the conspicuous consumption of luxury brands and counterfeit goods (Geiger-Oneto et al 2013) or the avoidance of private labels in favor of branded goods (Wyatt, Gelb, and Geiger-Oneto 2008). Individuals with high levels of status insecurity would be more likely to demonstrate in-group bias or favoritism because doing so enhances their social standing and creates a more positive social identity.…”

Section: Theoretical and Institutional Backgroundmentioning

confidence: 99%

A Social Identity Perspective on the Legalization of Marijuana in the United States

Geiger-Oneto

Simkins

2017

Journal of Macromarketing

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Using Social Identity Theory, this article explores the process by which a stigmatized consumption practice, namely recreational and medical marijuana use, has been gaining regulatory and normative legitimacy. An online panel (N=432) was surveyed about motivations to support the transition of a market from illegal to legal status from people who do not intend to directly participate in it. Consistent with Social Identity Theory, results indicated that that: (1) marijuana users reported a higher level of support for the legalization of medical and recreational marijuana than non-users; (2) status insecurity enhanced the level of support for legalizing medical marijuana among in-group members and decreased the level of support for out-group members (those not identifying with marijuana users). In addition, results suggested that non-users may engage in legitimation practices to benefit their communities rather than promoting individual level benefits. Overall, the present research provides a link between the micro level motivational processes of group members to support/oppose the transition of an illegal market to one with regulatory legitimacy.

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How Social Insecurity and the Social Meaning of Advertising Reinforce Minority Consumers' Preference for National Brands

Cited by 13 publications

References 23 publications

Entrepreneurship, Identity, and the Transformation of Marketing Systems

Entrepreneurship, Identity, and the Transformation of Marketing Systems

Why do consumers buy counterfeit luxury products? A tale of two major cities in two different countries

A Social Identity Perspective on the Legalization of Marijuana in the United States

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