Desire for Status Among Brand Users

What it measures

Three items measure the degree to which a consumer wants to feel superior to and stand apart from other users of the same brand. Wang and John (2019) used the scale in Studies 3 and 4 with student participants at a large North American university. The source of the scale was not stated.

Response format

7-point Likert (1=extremely disagree, 7=extremely agree)

Scale items

• I want to have higher status than other people who use this brand.
• I want to feel superior to other people who use this brand.
• I want to be a special user of this brand.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Companion scale from the same paper measuring perceived brand exclusivity is ID 930. Validity was not discussed.

Recommended companion scales

Citation

Wang, Y., & John, D. R. (2019). Up, up, and away: Upgrading as a response to dissimilar brand users. Journal of Marketing Research, 56(1), 142–157.

Keywords