Spread of status value: Rewards and the creation of status characteristics

Rewards have social significance and are highly esteemed objects, but what does their ownership signify to others? Prior work has demonstrated it may be possible for these rewards to spread their status to those who possess them, such that individuals gain or lose status and influence by virtue of the rewards they display. Yet, is this spread enough to produce entirely new status characteristics by virtue of their association with rewards? I propose a theoretical extension of the spread of status value theory and offer an experimental test considering whether the status value conveyed by rewards spreads to a new, nominal characteristic of those who come to possess these objects. The results indicate that states of a nominal characteristic do gain or lose status value and behavioral influence through their association with differentially valued rewards. Thus, rewards can create new status characteristics with resulting behavioral expectations. •A theoretical extension of the spread of status value theory is proposed.•I examine whether reward distinctions can create new status characteristics.•New characteristics achieve status and influence according to the status value of their associated rewards.•Results show rewards can create new status characteristics.