Flaunting one's wealth can be an advantage in certain circles. But when it comes to cooperation, modest people are better received.
Spectrum of Science
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A weekend trip to New York, a Tesla in the garage: being rich brings some advantages. But flaunting this status can be detrimental, as a series of studies in theJournal of Personality and Social Psychologyshows. Most people prefer to work with more modest people, according to the conclusion of six experiments involving more than 2,800 subjects. People who adorn themselves with status symbols, for example in social media, are less likely to put the well-being of others above their own interests.
A team led by marketing researcher Shalena Srna from the University of Michigan in Ann Arbor recruited the test subjects on the Internet and at universities. They were confronted with fictitious scenarios, such as the prisoner's dilemma, a classic experiment from game theory in which two people have to decide without consultation whether they will turn the other in for their own benefit. Subjects behaved less cooperatively toward fellow players who signaled high status.
In another experiment, subjects were asked to select people to join their community based on social media profiles. The profiles featured posts such as "I saw the cutest puppy today!" or posts about expensive clothes and travel, for example, "On my way to Madrid!" Those whose profiles signaled high status were judged not only to be wealthier but also more self-serving and were less likely to be recommended as new group members. Under other conditions, however, status symbols were advantageous: when it came to competition, those with recognizably high status were more likely to be selected.
In another experiment, subjects were asked to plan their own social media profile - with the goal of becoming a member of a group. Those who wanted to appear cooperative were less likely to opt for luxury clothing like Prada or Gucci, reports Shalena Srna: "People don't just behave strategically when it comes to signaling status." They apparently know that they should rather do without status symbols in order to convince others of their team player qualities, she adds. Self-promotion is "a difficult balancing act," the marketing researcher concludes. Posting pictures of expensive trips on Instagram might make an impression, for example, when dating. "But it could also signal to potential friends or future employers that you're probably not thinking about the needs of others."
