Super Size = Status

In a study, participants judged another consumer on several attributes, including status, after the consumer selected the largest options available for products that were free or of similar price. Those selecting the biggest product were deemed those with highest status - i.e. socially insecure consumers will purchase bigger items to gain status.

Self-Esteem is Supreme

College students were asked to rate various activities based on their desirability (e.g. drinking, hanging out with friends, intercourse, getting paid). Results found that while the above categories were desirable, students most strongly preferred getting good grades or a compliment.