From Status-Seeking Consumption to Social Norms:An Application to the Consumption of Cleanliness

Interdependencies in consumer behavior stem from either status-seeking consumption orcompliance with social norms. This paper analyzes how a consumption act changes froma means to signal the consumer’s status to a means of norm compliance. It is shown thatsuch a transformation can only be understood when consumer motivations other thansocial recognition are taken into account. We depict norm emergence as a learningprocess based on changing associations between a specific consumption act and widelyshared, non-subjectivist consumer needs.[...]

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Year of publication:	2008
Authors:	Woersdorfer, Julia Sophie
Institutions:	Max-Planck-Institut für Ökonomik <Jena> / Abteilung Evolutionsökonomik
Subject:	Verbraucherverhalten \| Soziale Norm \| Social Norm \| Externer Effekt \| Sozialstatus \| social state

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1. Motivation
2. Status-Seeking Consumption and Social Norms
2.1 Status Seeking Consumption
2.2 Social Norms
2.3 Social Norms Replacing Status-Seeking Consumption
3. Driving Forces behind the Emergence of Social Norms
3.1 New Externalities
3.2 Social Feedback
3.3 New Information and “Managers” of Norm Emergence
3.4 Basic Needs and Consumer Learning
4. The Consumption of Cleanliness
5. The Emergence of the Cleanliness Norm
5.1 Stylized Historical Development
5.2 Interpreting the Development from the Perspective of the Learning Approach
6. Conclusions
References

Persistent link: https://www.econbiz.de/10005867792