The following essay deals with this kind of conflict as a possible consequence of the piggybacking strategy, presenting a theoretical part (chapter 2) followed by an empirical analysis (chapter 3). The latter is based on an opinion poll among German firms that have been asked to evaluate the...

We demonstrate that upward-looking comparisons induce "keeping up with the richer Joneses"-behavior. Using data from the German Socio-Economic Panel, we estimate the effect of reference consumption, defined as the consumption level of all households who are perceived to be richer, on household...