Dominance versus Prestige Hierarchies: How Social Hierarchy Base Shapes Conspicuous Consumption.

This article investigates how the basis of social hierarchies—dominance versus prestige—influences consumers' preference for conspicuous goods, which are exclusive items signaling wealth and social status. Dominance-based hierarchies, characterized by intimidation and competition, increase social anxiety among consumers, leading them to prefer conspicuous consumption as a psychological coping mechanism, whereas prestige-based hierarchies, grounded in skill and respect, do not elicit this effect. Across multiple studies involving real employees, experimental manipulations, and incentive-compatible tasks, the research demonstrates that dominance-based hierarchies foster greater desire for conspicuous goods, mediated by social anxiety, and that this effect is moderated by the normative appropriateness of the conspicuous product within the social context. The findings highlight the role of social hierarchy structure in shaping consumer behavior beyond individual social rank and suggest implications for marketing strategies targeting consumers in different hierarchical environments.