Getting Ahead of the Joneses : When Equality Increases Conspicuous Consumption among Bottom-Tier Consumers

@inproceedings{Ordabayeva2011GettingAO,
  title={Getting Ahead of the Joneses : When Equality Increases Conspicuous Consumption among Bottom-Tier Consumers},
  author={Nailya Ordabayeva and Pierre Chandon},
  year={2011}
}
It is widely believed that increasing the equality of material possessions or income in a social group should lead people at the bottom of the distribution to consume less and save more. However, this prediction and its causal mechanism have never been studied experimentally. Five studies show that greater equality increases the satisfaction of those in the lowest tier of the distribution because it reduces the possession gap between what they have and what others have. However, greater… CONTINUE READING
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