Exposure to Unattainable Luxury: Boomerang Effects on Extrinsic and Materialistic Goals

Katrien Meert, Ghent University, Belgium
Inge Lens, KULeuven, Belgium
Mario Pandelaere, Ghent University, Belgium
This paper investigates the influence of exposure to (unattainable) luxury on consumers’ extrinsic and materialistic goals. In contrast to expectations, exposure to luxury may not necessarily increase consumers’ materialistic goals. In fact, different effects may occur depending on the individuals’ ability to afford the depicted luxuries.
[ to cite ]:
Katrien Meert, Inge Lens, and Mario Pandelaere (2012) ,"Exposure to Unattainable Luxury: Boomerang Effects on Extrinsic and Materialistic Goals", 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: 182-186.