Impacts of Interdependencies between Strategies on an Individual's Increase in Relative Status - An Exploratory Study

Table of Contents

1 Introduction

2 Current State of Research on Status

2.1 The Concept of Status

2.2 Reasons for Individualism

2.2.1 Conspicuous Consumption

2.2.2 Status Consumption vs. Conspicuous Consumption

2.2.3 The New Individualism

2.2.4 Expenditure Cascades

2.2.5 Positional Goods

2.2.6 Externalities

2.2.7 Positional Treadmill

2.2.8 Dependence Effect

2.2.9 Interim Conclusion

2.3 Economic Perspective

2.3.1 The Assumption of the Rational Individual

2.3.2 From the Absolute to the Relative Income Hypothesis

2.3.3 Displacement of the Relative Income Hypothesis

2.3.4 Acknowledgement of the Relative Position

2.3.5 The Role of Taxes

2.3.6 Income and Status Seeking

2.3.7 Interim Conclusion

2.4 Social Perspective

2.4.1 Sociological Perspective

2.4.2 Psychological Perspective

2.4.2.1 Signalling Status

2.4.2.2 Theory of Cognitive Dissonance

2.4.2.3 The Role of Diversification and Economic Growth

2.4.3 Political Perspective

2.4.4 Cultural Perspective

2.4.5 Interim Conclusion

2.5 Integrating View on the Different Disciplines

3 Derivation and Description of the Framework

3.1 Original Antecedents

3.1.1 Self-Concept

3.1.1.1 Independent Self-Concept

3.1.1.2 Interdependent Self-Concept

3.1.2 Self-Monitoring

3.2 Psychographic and Demographic Factors

3.2.1 Education, Culture and Tradition

3.2.2 Expenditure Cascades

3.2.3 Signalling

3.2.4 Externalities

3.2.5 Disposable Income

3.2.6 Envy

3.2.7 Need for Uniqueness

3.2.8 Cognitive Dissonance

3.2.9 Happiness

3.2.10 Scarcity

3.2.11 Upbringing

3.2.12 Social Mobility

3.2.13 Integrative View

3.3 Strategies to Increase Relative Status

3.3.1 Demographic Implications

3.3.2 Buying Rare and Expensive Goods

3.3.3 Change of the Reference Group

3.3.4 Status Races (Overconsumption)

3.3.5 Sharing Instead of Owning

3.3.6 Fraudulent Symbols

3.3.7 New Lifestyles

3.3.7.1 Green Credentials

3.3.7.2 In the Know & Skills

3.3.7.3 Connectivity

3.3.7.4 Beauty & Nutrition

3.3.7.5 Voluntary Simplicity

3.3.8 Redefinition of Status Norms

3.3.9 Status Abandonment

3.3.10 Integrative View

3.3 Proposed Framework

4 The Design of the Study

4.1 Research Questions

4.2 Propositions

4.3 The Purpose of this Study

4.4 The Intended Comparison

4.5 Choice of Research Strategy

4.5.1 Qualitative vs. Quantitative Research

4.5.2 Reasons for the Chosen Research Strategy

4.5.3 Choice of Research Method

4.6 The Conducted Study

4.6.1 Setting

4.6.1.1 Definition of the Sample

4.6.1.2 Recruitment of Respondents

4.6.1.3 Context and Time of the Study

4.6.1.4 Instructions Given to Respondents (Ethics)

4.6.1.5 The Role of the Interviewer

4.6.2 Catalogue of Questions and Conduction of the Interviews

4.6.3 Data Processing

4.6.3.1 Recording of Data

4.6.3.2 Transcription of Data

4.6.3.3 Translation of Data

4.6.4 Credibility of Research Findings

4.6.4.1 Reliability

4.6.4.2 Validity and Generalizability

4.6.5 Data Analysis

4.6.5.1 Computer-Assisted Qualitative Data Analysis Software

4.6.5.2 The Concept of Grounded Theory

4.6.5.2.1 Open Coding

4.6.5.2.2 Axial Coding

4.6.5.2.3 Selective Coding

4.6.5.3 Development of Testable Propositions

4.6.5.4 Development of New Theories

5 Results

5.1 Demographic Implications

5.1.1 Children

5.1.2 Upbringing

5.1.3 Money

5.1.4 Education

5.2 Buying Rare and Expensive Goods

5.3 Change of the Reference Group

5.4 Status Races (Overconsumption)

5.5 Sharing Instead of Owning

5.6 Fraudulent Symbols

5.7 Green Credentials

5.8 In the Know & Skills

5.8.1 In the Know

5.8.2 Skills

5.9 Connectivity

5.9.1 Games

5.9.2 Internet

5.9.3 Social Networks

5.10 Beauty & Nutrition

5.10.1 Beauty

5.10.2 Nutrition

5.11 Voluntary Simplicity

5.12 Redefinition of Status Norms

6 Discussion

6.1 Choice for an Adequate Framework – Veblen vs. Bourdieu

6.2 Bourdieu’s Conceptualization of Social Classes

6.3 Application of Bourdieu’s Model to the Study

6.4 Incorporation of the Defined Strategies into the Previous Results

6.5 Development of a Model for the Practical Use

7 Theoretical and Managerial Implications

8 Limitations and Future Research

9 Summary and Conclusion

Objectives and Research Focus

The core objective of this study is to examine the interdependencies between various status-seeking strategies employed by individuals. Instead of viewing status consumption solely through a lens of material wealth, this work investigates how individuals strategically combine both tangible and intangible measures—such as professional achievements, lifestyle choices, and social connectivity—to increase their relative status within specific reference groups. The research addresses how these choices are influenced by psychographic factors, personal upbringing, and existing social norms.

• Analysis of the strategic combination of twelve distinct status-seeking methods.
• Exploration of how demographic and psychographic factors influence status behavior.
• Application of Pierre Bourdieu’s cultural and economic capital model to contemporary status dynamics.
• Investigation into how individuals adapt their signalling behavior across different social reference groups.
• Development of a dynamic framework for understanding status-seeking in pluralistic societies.

Excerpt from the Book

Summary of Chapters

1 Introduction: Provides an overview of status as a dynamic and multidimensional construct, setting the research context within modern consumer behavior.

2 Current State of Research on Status: Reviews existing theories on status, individualism, and consumption, bridging economic and social perspectives.

3 Derivation and Description of the Framework: Details the theoretical model, defining antecedents, psychographic factors, and twelve specific strategies for status attainment.

4 The Design of the Study: Outlines the qualitative research approach, specifically detailing the methodology, sample selection, and the use of semi-structured interviews.

5 Results: Presents the empirical findings from the interviews, categorizing participant behaviors into specific strategies.

6 Discussion: Analyzes the findings by applying Bourdieu’s framework to synthesize how status strategies are used in combination to optimize an individual's social position.

7 Theoretical and Managerial Implications: Offers insights for companies and researchers on how to address different status-seeking consumer segments.

8 Limitations and Future Research: Reflects on the scope of the exploratory study and suggests pathways for future, more quantitative inquiries.

9 Summary and Conclusion: Synthesizes the core findings, reaffirming that status is a relative construct that requires strategic signalling.

Keywords

status, relative status advantage, consumer behaviour, strategy, signalling, economic capital, cultural capital, Bourdieu, positional goods, social hierarchy, individualism, expenditure cascades

Frequently Asked Questions

What is the primary focus of this thesis?

The thesis explores how individuals strategically use various measures to enhance their relative social status, moving beyond the traditional view that status is achieved solely through the accumulation of wealth.

Which central themes are examined?

The core themes include status-seeking behavior, the interplay between economic and cultural capital, the role of social reference groups, and how these factors shape consumer choices.

What is the main research question of the study?

The research primarily asks how different status-attainment strategies are interrelated and what criteria individuals use to decide which combination of these strategies to employ.

Which scientific methodology is utilized?

The study employs a qualitative, exploratory approach, conducting twenty semi-structured interviews analyzed through the Grounded Theory Approach (GTA) with the help of NVivo 9.

What topics does the main part cover?

The main sections cover an extensive literature review on status, the derivation of a theoretical framework, and an empirical analysis of twelve defined status-seeking strategies based on individual interview data.

Which keywords define this work?

The primary keywords include relative status advantage, Bourdieu, consumer behavior, signalling, and economic versus cultural capital.

How does this study contribute to Bourdieu's model?

This thesis extends Bourdieu’s static framework by introducing a dynamic component, differentiating between short-term and long-term status-seeking strategies.

What practical application does this research offer?

The findings provide marketing professionals with a deeper understanding of consumer segmentation based on how different groups choose to signal their status—whether through loud branding, subtle cues, or lifestyle choices.