MSc Marketing ManagementMaster Thesis DefenseEmil Denevs2524643

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The Impact of Economic Inequality

on Preferences for Minority- vs.

Majority-Endorsed Products: The

Case for Bulgaria

MSc Marketing Management

Master Thesis Defense

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Introduction

 Economic inequality trends are mixed because some countries experience a decline

in inequality while others suffer from rising inequality. However, the global wealth

inequality is increasing.

 Higher levels of economic inequality result in higher levels of adversities such as

homicide rates, drug use, obesity, violence, poorer educational performance, poorer

mental health, political instability, consumer debt, excessive risk taking, and more.

 The effects of economic inequality have been poorly researched in the consumption

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Literature Review

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 People access the correctness of their beliefs and attitudes by considering other people’s

opinions. People want to identify with the right position and the degree of popular support

is considered to be an important indicator of correctness.

 Consumers prefer majority-endorsed product when their opinion is made public.

 Inequality leads to a decline in trust. The main argument for this is that as differences

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Conceptual Model

 𝐻

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: Participants in the high economic inequality condition will display a higher

preference for majority-endorsed products relative to participants in the low economic

inequality condition.

 𝐻

2

: Participants in the high economic inequality condition will display a higher

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Methodology

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 2 (inequality: high vs. low) x 2 (endorsement type: majority vs. minority), between-subject

factorial design.

 Participants randomly assigned.

 Manipulation check.

 Measured -> perception of wealth distribution in province of residence, general trust,

product attitude and mood.

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Inequality Manipulation

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Generalized trust scale

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Majority- and minority-endorsement

manipulation

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Results

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Discussion

 Endorsed product being too specific.

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References

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References

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