The psychology of brand inequality: how hierarchical brand communications shape minds, meaning, and markets
Every day, people are surrounded by brand messages on social media, in advertisements, and in stores. These messages do more than promote products: they also communicate ideas about success, status, fairness, and opportunity. In a society characterized by increasing economic inequality and political polarization, such messages can shape how people understand themselves, others, and the social system they live in.
This dissertation examines brand inequality appeals, a type of marketing communication that emphasizes hierarchy or inequality. Some brands portray themselves as serving the consumer, while others frame the relationship as equal and collaborative. Similarly, brands may present themselves as disadvantaged underdogs or as dominant market leaders. Although these strategies are widely used, their broader psychological and societal effects have received limited attention.
Across multiple experimental studies, this dissertation shows that brand inequality appeals evoke different psychological responses, shaped by socioeconomic status, political orientation, and contextual factors. Individuals with a higher socioeconomic status tend to prefer brands that reinforce higher status, whereas individuals with a lower socioeconomic status are more drawn to brands that emphasize equality and partnership. In addition, underdog narratives can increase beliefs about economic mobility and evoke feelings of hope, which can influence people’s willingness to take financial risks.
Overall, the findings demonstrate that brands are not merely commercial actors. They function as cultural signals that shape beliefs about inequality, success, and social mobility. This dissertation highlights the responsibility brands carry in an increasingly unequal society and calls for more socially conscious communication practices.