Luxury Value Pyramid: What Are the Dimensions of Luxury (25:30)

Kimura Junko , Hosei University, Japan
Tanaka Hiroshi , Hosei University, Japan
This study aims to investigate the meaning of luxury to consumers. Luxury goods tend to be interpreted synonymous to excessive or conspicuous consumption. Solomon (2007) argued for a division of consumers into three groups based on their attitudes toward luxury: (1) Luxury is functional. (2) Luxury is a reward. (3) Luxury is indulgence. He claimed that as consumers’ age, the more they required functional dimensions to luxury items. Although we agree with his theory as far as it goes, we belie

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