The more you have,the more you want? Higher social class predicts a greater desire for wealth and status

Traditional theories have focused on the intentions of lower-class individuals to climb on the social ladder, yet they have paid relatively little attention to the motivations of upper-class individuals to ascend even higher. Addressing this issue, Studies 1 and 2 provided cross-national evidence that higher social class is associated with a greater desire for wealth and status. Moreover, by manipulating perceived social class, Studies 3 and 5 experimentally confirmed that compared to people in the lower-class group, those in the upper-class group express a stronger desire for wealth and status. Furthermore, in line with self-categorization theory predictions, Studies 3–5 showed that upper-class individuals tend to see and use wealth and status as important attributes in defining and categorizing self, and this tendency explains the effect of social class on desire for wealth and status. Together, our findings demonstrate a “having more—wanting more” relationship, and its consequences are further discussed.     

Assertive Ads for Want or Should? It Depends on Consumers’ Power

Advertisements using assertive language are commonly seen in marketing communications, yet assertive language has often been shown to be ineffective in communication and even decrease compliance. Recent research began to examine factors that influence the effectiveness of assertive advertising messages, but little research has studied the potential moderating role of consumer‐related factors. The current research fills this gap by investigating the moderating role of consumers’ power. Across five studies, the authors find that for high‐power consumers, assertive ads are effective in promoting want products but ineffective in promoting should products. For low‐power consumers, however, assertive ads are effective in promoting should products but ineffective in promoting want products. Moreover, the authors show that this pattern of results is driven (mediated) by consumers’ perception of the fit between the advertising message and the advertised product. Theoretical and practical implications of the findings are discussed.     

Does power corrupt? The moderating effect of status

Findings on the effect of power on corruption are mixed. To make sense of these mixed results, three studies were conducted to examine the moderating role of status on this effect. In Study 1, corrupt intent was measured using a corruption scenario that contained manipulations of power and status. In Study 2, corrupt behaviour was measured in a corruption game that contained manipulations of power and status. Study 3 was conducted in real organisational settings, and aimed to expand the external validity of Studies 1 and 2. The results of all three studies consistently indicated that the effect of power was moderated by status. Specifically, power increased corruption when status was low, whereas this effect disappeared when status was high. The implications of reducing the facilitating effect of power on corruption by considering status from the perspective of social hierarchy are discussed.