#PaperReading #NewKnowledge  In our daily lives, it’s not uncommon to see people using volume to signal their social status. For instance, young people who modify their cars often amplify the sound to showcase their strength and dominance. Conversely, some prefer quiet products, believing that quietness better represents their status. For example, luxury sedans emphasize silence. So, which is more appealing: quiet and understated products or loud and roaring ones? This question is explored in a recent Journal of Marketing Research article by Michael L. Lowe's team, which specializes in studying the role of sound in marketing. Theoretical Framework Drawing on the Dominance-Prestige Account of Rank Allocation framework from psychology, there are two ways for individuals to achieve high status:

Dominance – Demonstrating control through physical strength.Prestige – Gaining respect through expertise and skills.

The authors argue that these two pathways correspond to different signals, and consumers use product volume to convey these status signals. Individuals who value dominance are more likely to prefer louder products. This aligns with prior research showing that individuals who are physically larger, more dominant, or stronger tend to have louder voices. On the other hand, those who value prestige may use quieter products to signal their status. The authors support this claim by referencing previous literature, which found that inconspicuous logos and understated luxury products are tools for high-status individuals to distinguish themselves from non-expert consumers. Similarly, high-status individuals tend to control their speaking volume. Hypotheses and Evidence The core hypothesis is relatively simple, but the evidence they provide is fascinating.

Study 1: They analyzed character selection behaviors in an online game. Although the game was not disclosed, it appeared to be similar to League of Legends. They found that players who valued prestige (measured by accumulated skill points) were more likely to choose quieter characters in their next game, whereas players who valued dominance (measured by the number of opponents defeated) preferred louder characters. This behavior was replicated in a lab experiment.Survey Evidence: Through an online survey, they examined the relationship between car ownership and two personal traits: prestige and dominance. The results supported their core hypothesis.Study 3: Preferences for product design were explored. Participants who valued prestige were more likely to design drones to be quieter, while those who valued dominance preferred louder drones.Study 4: The final study used conjoint analysis to examine whether preferences for quiet products depended on the presence of other status signals. They discovered that when consumers valuing prestige could not identify a product’s status from its appearance or logo, their preference for quiet products diminished.

Reflection This article is exceptionally well-done. Although the number of studies is limited, each provides strong evidence for the core hypothesis through real behavioral data. It also explains many intriguing phenomena we observe in daily life. Reference: Lowe, M., Jo, W., Ward, M. K., & Vohs, K. D. (2025). The Sound of Status: Product Volume as a Status Signal of Dominance or Prestige. Journal of Marketing Research. https://journals.sagepub.com/doi/abs/10.1177/00222437251314368 加入免費會員，更新資訊不漏接： https://open.firstory.me/join/ckguycqvd09rl0903cnn324fv 小額贊助支持本節目： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv 留言告訴我你對這一集的想法： https://open.firstory.me/user/ckguycqvd09rl0903cnn324fv/comments

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