On the other hand, social status considerations may also play a role
in some contexts, and reinforce the “like-me” principle. Demographic
similarity is closely related to social status, which is defined not only
by income and wealth but also by occupation, education, and place of
residence: “people will seek to emulate the consumption behavior of
their superiors and aspiration groups and […] others of similar status”
(Van den Bulte & Stremersch, 2004). This line of reasoning is
exploratory, since it appears not to have been addressed in the
WOM literature, and it merits further research.