Status symbol is a term used to describe certain possessions, behaviors, or activities that are associated with a certain social standing or class. These symbols can be tangible items, such as expensive cars and clothes, or intangible qualities, such as education, occupation, and lifestyle. The concept of the status symbol is a major factor in a variety of social contexts, including consumer behavior, social psychology, and sociology. This article will explore the concept of the status symbol, its effects on social interaction and identity formation, as well as its implications for marketing and consumer behavior.
The concept of the status symbol has been studied by social scientists for many years. In 1962, researcher Erving Goffman argued that the “status symbol” is a fundamental element of social interaction, and that individuals will strive to acquire symbols of high status in order to gain social acceptance (Goffman, 1962). Subsequent research has suggested that the acquisition of status symbols can be used to signal an individual’s success, wealth, and power, and that these symbols are seen as “shortcuts” to social acceptance and recognition (Aaker, 1999; Ahuja & Galvin, 2010).
The effects of status symbols on social interaction and identity formation can be profound. Studies have found that individuals who display status symbols are more likely to receive positive social attention and more likely to be seen as competent and successful by their peers (Ahuja & Galvin, 2010). In addition, individuals who display or acquire status symbols may be more likely to form certain social identities, such as a sense of superiority or dominance (Aaker, 1999).
The concept of the status symbol has implications for marketing and consumer behavior. Research has found that individuals are more likely to purchase items that are perceived as status symbols, such as expensive cars or clothing items, as a means of signaling their social standing to others (Ahuja & Galvin, 2010). In addition, some researchers believe that the presence of status symbols can increase an individual’s motivation to purchase items as a display of wealth and success (Aaker, 1999).
In conclusion, the concept of the status symbol is a major factor in a variety of social contexts, including consumer behavior, social psychology, and sociology. Status symbols are used to signal an individual’s success, wealth, and power, and can have a profound effect on social interaction and identity formation. Additionally, the presence of status symbols can influence an individual’s motivation to purchase certain items as a display of wealth and success.
References
Aaker, J. (1999). The malleable self: The role of self-expression in persuasion. Journal of Marketing Research, 36(1), 45–57. https://doi.org/10.1509/jmkr.36.1.45
Ahuja, M., & Galvin, P. (2010). The status symbol effect: An exploration of its effects on consumer behavior. Journal of Consumer Behavior, 9(5), 427–444. https://doi.org/10.1002/cb.356
Goffman, E. (1962). The presentation of self in everyday life. Garden City, NY: Doubleday Anchor.