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Antwan Gallion

BADM 325 Reaction Paper Product Size as a Signal of Status


9/6/16
The marketing implications stated in this article were direct for the readers. The focus of
the article is how product size plays a role in status for consumers. More status is associated with
the largest products and low status is associated with small products in most cases. A company
whose target market is consumers of the lower class, they should consider selling their products
ion larger portions or sizes to continuously satisfy the social and status needs of their consumers.
This would enhance the product in the consumers judgement and potentially lead to more sales.
The same behavior influences consumers if the product size was small. Consumers of the higher
class may consider the smaller portions because their social need is not triggered as they are
aware of their status is society.
The consumer implications in the article demonstrate consumer perceptions of products
based on the size. Research shows that consumers are influenced by the size of the product in
association with status. Larger portion and product sizes signal high status in a consumers
perception so a large house will be more preferred than a smaller house. Another example would
be consumers preferring a larger drink than a smaller drink even if theyre all the same price.
Furthermore, as a consumer, we now know our perceptions and willingness to buy may be
influenced by the size in relation to the product. We can spend more for a larger size or product
to mentally increase social status but not our financial status.
Relevant future research ideas that should be considered is the influence that product
sizes consumption has on obesity in the lower social class. My opinion is that consumers of the
lower class consume more bad quality food at a high price to sustain social status. Fast food
restaurants recognize this trend as they have increased the portions of food for a lower price.
Questions
Should the studies have been tested on high and low status participants?
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In Experiment 1, undergraduates were tested with 74 males and 109 females. If the
experiment was tested amongst those who seek status in their consumer behavior, we

could possibly see a more real world result at the end of how those in different class
perceive their portions of consumption.
What is the best way size products for the most consumer effectiveness?
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After reviewing all research presented, it seems as though there is no correct way to size
products in association to consumer behavior. Portion perception by consumers seem to
be a personal mindset within the consumer. A consumer seeking to increase status will
most likely prefer large portions for a lower price in relation to economic and financial
status. And vice versa for someone who has already obtained a high status personally.

Does product size influence financial status even of product price is low?
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Its been proven that product size and portion influence consumers behavior in relation to
status. If we were to be more specific on status and focus merely on financial status,
would consumers perceive bigger products as an increase in financial status even if low
price. For example, Black Friday usually triggers low income shoppers to buy televisions,
furniture, vehicles, etc. at a low price. From my observations, these shoppers usually buy
the biggest televisions, furniture sets, vehicles. Are the sizes influencing consumer
behavior?