International Journal of Business Policy and Strategy Management
| Volume 5, No. 1, 2018, pp 7-12 | ||
| Abstract |
A Comparative Study of Economic Powerlessness and Social Powerlessness
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Abstract
Consumers tend to respond to a product’s symbolic meaning. If a product symbolized a human value they have positive attitude for the product. For example, consumers have a positive attitude for the luxury brands such as Louis Vuitton because the luxury brands symbolize social status or power. Therefore, we examined the dynamics of social powerlessness and economic powerlessness for power-symbol production consumption and the different effect of those two types of powerlessness have on the power-symbol products consumption. One of the significance of this thesis is that it found that social powerlessness and economic powerlessness affect the consumers’ behavior differently.