Captures the extent to which a consumer believes that purchasing and using a specific product will enhance their perceived social standing. Items span anticipated improvements in social status, societal positioning, prestige, and status signalling to others. The authors referred to this as 'signaling effectiveness.' Administered with a temporal instruction ('at this moment'), indicating this is a state-level rather than trait-level assessment. Used in research examining how power distance beliefs and social comparisons shape status-driven consumption.
Gao, H., Winterich, K.P., & Zhang, Y. (2016). All that glitters is not gold: How others' status influences the effect of power distance belief on status consumption. Journal of Consumer Research, 43(2), 265–281.
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