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August 5, 2026Journal of Marketing Research

EXPRESS: Gaming the Marketplace: Consumer Opportunism and Beliefs about Societal Hierarchy

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Authors

SMShilpa MadanALaparna labrooCKConstantine S. Katsikeas

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Overview

Nine studies explore how societal hierarchy beliefs drive consumer opportunism, suggesting managerial strategies to mitigate effects.

Key Points

  • This research aims to identify how consumers' acceptance of societal hierarchy influences their opportunistic behaviors in marketplace settings.
  • Conducted nine studies, including archival, correlational, and experimental data.
  • Examined the relationship between power distance belief and consumer behavior.
  • Investigated the effects of reminders (surveillance and brand relationship) on consumer actions.
  • Higher power distance belief increases consumer opportunism by fostering a need to feel clever.
  • Surveillance reminders significantly reduce opportunistic behavior while brand relationship reminders promote it.
  • Higher-status consumers exhibit greater opportunism due to their less deferential attitude.

Cite This Study

Madan et al. (2026) studied this question.

synapsesocial.com/papers/6a72e85b226790f37065833dhttps://doi.org/10.1177/00222437261477110
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