WATCH MINI CASE: Bob is interviewing for high-level managerial jobs in the Boston area.He decides that, in order to make himself more appealing for the job, he should wear expensive suits and carry expensive business accessories.To this end, he has decided to purchase an Icon watch, because Bob perceives that Icon watches are expensive and typically worn by people with high social status.In fact, Icon specifically targets its wristwatches to image-conscious business executives and has its best results focusing its marketing efforts on men between the ages of 35 and 50 living in affluent zip codes of New York City and its surrounding suburbs.
-In the WATCH MINI CASE,Bob's choice of an Icon wristwatch constitutes ________.
A) prestige
B) status consumption
C) status identification
D) social comparison
E) social stratification

Question

Quizplus · Accepted Answer

Bob's decision to purchase an expensive Icon wristwatch with the intention of enhancing his appeal for high-level managerial jobs demonstrates status consumption. He purchased it not only for its functional use but also for the status and image it conveys.

WATCH MINI CASE: Bob Is Interviewing for High-Level Managerial Jobs