The Influence Of Subjective Social Status On The Purchase Intention Of Different Framed Message

This paper explored the influence of subjective social status on the purchase intention of gain-and loss-framed message through three studies.Study 1 investigated subjective social status measured by subjective socioeconomic status(subjective ses)of 169 participants and purchase intention of them who read the gain-and loss-framed messages of the financial product.Results showed that for the loss message framing,only subjective ses predicted purchase intention,that is,higher subjective ses predicted greater willingness to purchase.But no significant correlation was found for the gain message framing.Study 2 employed the data set of China Labor-Force Dynamic Survey(CLDS)in 2016 and analyzed the relationship between the subjective ses of 4303 participants and their purchase of commercial health insurance(loss-framed)and commercial endowment insurance(gain-framed).It was found that subjective ses positively predicted possibility of buying commercial health insurance(loss-framed),but not for commercial endowment insurance(gain-framed).Study 3 manipulated the perception of social status of 146 participants.Results revealed that having high subjective social status(vs.low subjective social status)increased purchase intention for loss message framing.However,no significant results came out for the gain message framing.In addition,for the loss message framing,the mediating effect of collectivism values was significant.Individuals in high subjective social status showed higher recognition of collectivism values,which resulted in greater desire to buy for the loss message.