Dubois David, Jung SungJin, Ordabayeva Nailya
INSEAD, 1 Ayer Rajah Avenue, 138676, Singapore.
INSEAD, 1 Ayer Rajah Avenue, 138676, Singapore.
Curr Opin Psychol. 2021 Jun;39:82-87. doi: 10.1016/j.copsyc.2020.07.011. Epub 2020 Jul 22.
This review synthesizes the latest advances in the psychology behind consumption of luxury objects and experiences to which people typically feel strongly attached. We discuss novel drivers, forms, and consequences of luxury consumption from recent research. We propose that the psychology of luxury consumption is governed by a set of tensions between what luxury means to the self and the external forces that define luxury consumption. These tensions shape consumer behavior, from the level of desire for luxury products and services, to the types of signals viewed as luxury and acquired and displayed as such, and to post-consumption consequences of consuming luxury. We discuss how this tension-based framework offers future opportunities for the study of the drivers, forms, and consequences of luxury consumption.
本综述综合了人们通常强烈依恋的奢侈品消费和体验背后心理学的最新进展。我们讨论了近期研究中奢侈品消费的新驱动因素、形式和后果。我们提出，奢侈品消费心理学受奢侈品对自我的意义与定义奢侈品消费的外部力量之间的一系列矛盾所支配。这些矛盾塑造了消费者行为，从对奢侈品和服务的渴望程度，到被视为奢侈品并如此获取和展示的信号类型，再到消费奢侈品的消费后后果。我们讨论了这种基于矛盾的框架如何为研究奢侈品消费的驱动因素、形式和后果提供未来机会。
