People of Lower Social Status Are More Sensitive to Hedonic Product Information—Electrophysiological Evidence From an ERP Study

Consumer psychology research has shown that individuals of different social statuses have distinctive purchase intentions for different products. Individuals of a high social status will simultaneously measure the symbolic status meaning and utilitarian value of a product, but they will not show strong preferences for any attributes. However, individuals of a low social status show strong purchasing tendency for hedonic products that are associated with symbolic status meaning and could satisfy their spiritual needs. This phenomenon may be due to self-threat, which caused by hedonic products. Based on the above, this study compares the cognitive processing differences of hedonic and utilitarian label products between high- and low-social-status groups by recording event related potentials (ERPs). The results showed that under the P2, P3, and LPP components, the low-social-status group elicited smaller deflections in hedonic label stimuli than in utilitarian label stimuli. The high-social-status group did not show a significant difference in these components. These results suggested that individuals with a low social status are more sensitive to hedonic product information, because high-status information contained in the hedonic label induces a sense of threat in them and generates certain negative emotions.