The concept of status and expressing it through possessions is well documented by archeologists. But the modern practice of branding, displaying a designer or company name prominently on the product, has Americans raising the pursuit of status to a new level.
"Some people despise being a walking advertisement, but most Americans prize things that carry a logo, and they are willing to pay a premium for it." says Mike Bowers, Ph.D., UAB marketing professor. "It's not as common in Europe, but here we brand everything, even water. We satisfy our egos through our possessions."
Branding can help consumers overwhelmed by product advertisements pick one they want to continue to purchase, but it also can lead to "consumption without analysis."
Contact Jennifer Park, Media Relations, 205-934-3888 or [email protected].
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