Pettit and sivanathan (2011) found that if people experienced threat to self-esteem, they were more likely to make a status-driven purchase with credit. this sort of study is part of the newly emerging field of

This sort of study is part of the newly emerging field of behavioral economics.
behavioral economics refers tot he type of study  focus on how psychological , emotional, and social factors affecting people's economic condition.
Increasing the knowledge in this particular field will give a person a capability yo influence/increase the tendency of customers in buying a certain product.