The Impact of Physical Dominance on Male Customers’ Status-Signaling Consumption

The Abercrombie & Fitch Effect: The Impact of Physical Dominance on Male Customers’ Status-Signaling Consumption. Tobias Otterbring et al. Journal of Marketing Research. In-Press, https://doi.org/10.1509/jmr.15.0247

Abstract: Consumer lay theory suggests that women will spend more money than men in the presence of a physically dominant male employee, while theories of intrasexual competition from evolutionary psychology predict the opposite outcome. A retail field study demonstrates that male customers spend more money and purchase more expensive products than their female counterparts in the presence (vs. absence) of a physically dominant male employee. This effect has a more powerful impact on male customers who lack bodily markers of dominance (shorter stature or measures linked to lower levels of testosterone). When confronted with other physically dominant (vs. non-dominant) men, these male customers are particularly prone to signal status through price or logo size. Their elevated feelings of intrasexual (male-to-male) competitiveness drive them to spend more money on status-signaling, but not functional products, and to prefer and draw larger brand logos. As pictorial exposure is sufficient for the effect to occur, these findings are not limited to in-store interactions with dominant male employees, but have broad implications for marketing and advertising.