Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2022 Annual

Social Class Influences on Purchase Intention Following a Product-Harm Crisis: The Mediating Roles of Subjective Social Status and Attribution of Stability

Published: May 24, 2022


Andy Ng, Cardiff University


Across four studies, this research investigates social class influences on attribution of stability and purchase intention following a product-harm crisis. Results showed that middle- (vs. working-) class participants (as objectively indicated by their educational attainment) perceived themselves as having a higher social status in the society (Studies 1A and 3), which in turn led to a stronger tendency to attribute stability to a product-harm crisis (Studies 1A, 1B, 2, and 3), believing to a greater extent that the problem was typical of the brand’s products and the brand would likely run into similar problems in the future. Results also indicated that middle- (vs. working-) class participant were less likely to purchase products from the same brand following a product-harm crisis (Study 3). These results are consistent with current theorizing and empirical findings that middle-class contexts foster solipsism whereas working-class contexts foster contextualism.