Expected Socioeconomic-Status-Based Discrimination Reduces Price Sensitivity Among the Poor
研究发现，即使穷人能获取信息并关注价格，他们因预期在高端商业场所遭受歧视而愿意支付更高价格或接受更低价值奖励，这种心理障碍降低了其价格敏感度。
Low-socioeconomic-status (SES) consumers tend to be more price sensitive than their high-SES counterparts. Nonetheless, various economic-related burdens, such as mobility costs and lack of information, often hinder their ability to attend to scarcity—a phenomenon called “ghetto tax.” The current research moves a step further to show that even when very poor consumers can exert price sensitivity and are fully informed, a “psychological ghetto tax” often discourages them from doing so. Across five studies, the authors demonstrate that, relative to (1) high-SES consumers or (2) contexts of intragroup interaction, low-SES consumers are willing to pay higher prices and to accept lower-value rewards to avoid commercial settings that require intergroup interaction (e.g., poor consumers in a high-end shopping mall). This effect is driven by the poor consumers’ heightened expectations of discrimination in upscale commercial settings, a concern virtually nonexistent among wealthy consumers. Companies’ inclusion statements emphasizing customer equality and/or customer diversity can serve as safety cues against stigmatized identities and increase low-SES consumers’ price sensitivity.