See it to believe it. Experimental evidence on status consumption among the youth

Abstract

We performed a field experiment in Uruguay in which a 20-year-old chooses between a socially visible and a non-socially visible good after a friend randomly received one of these goods or an unknown one. We find no differences in choices when the friend received the nonvisible good instead of the unknown one. However, decision-makers significantly changed their allocation when their friend received the visible good. Consistent with status concerns driving the results, those in a disadvantaged position consumed more and those in an advantaged position consumed less of the visible good. These findings constitute the first experimental evidence of Duesenberry's demonstration effects and show that status consumption is a relevant phenomenon among the youth in a developing country setting.