Consumers often abandon products when other social groups adopt them. Teens want to distinguish themselves from their parents. Rich Brits stopped buying Burberry once it became the brand of choice for soccer hooligans and Shanghai urbanites avoid the Volkswagen model that is preferred by the suburban nouveau riche. Yet, the same teens who wouldn't be caught dead wearing the same jeans as their parents have no problem using the same brand of detergent. A new study by Stanford researchers explores why some products are used by people to differentiate themselves from certain social groups.
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