Snob effect

The snob effect consists in the fact that some people no longer buy a consumer good because other consumers are increasingly buying it. If a product is also consumed by the masses, it is no longer of interest to the snobs because they can no longer stand out from the crowd with it. They switch to other brands that enable social differentiation and profiling.

The snob effect can occur in the event of price reductions and / or if the product is made generally accessible through new distribution channels and thus loses its exclusivity. This phenomenon can be observed above all with socially conspicuous products that are suitable for demonstrative consumption. Examples of this are certain brands of clothing, exclusive automobiles, furniture and residential areas.

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