Reflecting glory or deflecting stigma? The interplay between status and social proximity in peer evaluations.

How do candidates' status and social proximity to members of the evaluating audience interact to shape recognition in peer-based evaluative settings? In this study, we shed light on this question by adopting a mixed-method approach. We first examined field data on the conferral of awards in a peer-based evaluative contest-"The Silver Tag"-which is one of the most prestigious digital advertising awards contests in Norway. The field study revealed the existence of a negative interaction between status and social proximity on the allocation of awards.