RRBM Honor Roll

The RRBM Honor Roll publications have been selected as examples of research that is both rigorous and relevant. The listing below offers credible insights for society.

These publications have been selected for the RRBM Honor Roll by the Selection Board with the exception of 2019 articles selected by a pre-test review panel.

 

Nature of the publicationJournal article
Title of the publicationThe Price Entitlement Effect: When and Why High Price Entitles Consumers to Purchase Socially Costly Products
Journal name/Book publisherAmerican Marketig Association
DOIdoi.org
Abstract

This research investigates when and why consumers purchase products with social costs (e.g., environmental harm). Six studies demonstrate that upper-class consumers are more likely to purchase a product with social costs when it has a higher price because they experience greater entitlement, which the authors term the “price entitlement effect,” allowing for purchase justification. In contrast, lower-class consumers do not feel entitled to purchase a product with social costs when it is higher-priced. This effect occurs because upper-class consumers tend to have a greater self-focus, with a higher price entitling them to more resources than others. Consistent with the entitlement mechanism, when egalitarian values are made salient, the price entitlement effect is mitigated, reducing upper-class consumers’ purchase of socially costly products. Notably, the price entitlement effect occurs only when products have social costs rather than for all higher-priced products. However, when the social costs of a product are severe, price entitlement does not sufficiently justify product purchase. This research provides theoretical and practical insights regarding when and why higher price entitles purchase of socially costly products, contributing to research on social class and socially responsible (vs. costly) consumption as well as choice justification.

Author #1Saerom Lee
Affiliation Author #1University of Guelph
Author #2Karen Page Winterich
Affiliation Author #2Pennsylvania State University