Because I'm Worth It - Luxury and the Construction of Consumers' Selves

Andrea Hemetsberger, University of Innsbruck, Austria
Sylvia von Wallpach, University of Innsbruck, Austria
Martina Bauer, University of Innsbruck, Austria
This study investigates consumer experiences of luxury moments and how they relate to consumers’ selves. We find that luxury moments revolve around multifaceted experiences of having (materialistic motivations), doing (activity-centered), being (existentialist), and becoming (achievement-oriented). The findings broaden our perspective of luxury and illuminate related processes of consumer self construction.
[ to cite ]:
Andrea Hemetsberger, Sylvia von Wallpach, and Martina Bauer (2012) ,"Because I'm Worth It - Luxury and the Construction of Consumers' Selves", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 483-489.