"The Intrinsic Benefits of Status"
|This work documents intrinsic benefits consumers derive while utilizing exclusive privileges that accompany elite status. These purely psychological benefits are separate and distinct from previously documented social and material benefits known to accompany elevated rank. Across three studies, we find consumers who attain high status in a loyalty program engage in “status congruent behavior,” which conforms to role expectations. We find when consumers engage in status congruent behavior even at a cost to themselves, such as a longer wait or additional expenditure, they derive an intrinsic benefit – elevated prestige. Making a consumer’s high status role more salient further increases their propensity to engage in this behavior.|
|Dr. S. Puntoni|