When Do Consumers Prefer to Look Like a King Vs. Feel Like a King? Power-Induced Preferences For Experiential Vs. Material Luxury

David Dubois, INSEAD, France
Ayalla Ruvio, Michigan State University, USA
Luxury products either take the form of experiences (e.g., a vacation) or objects (e.g., a status car). Two experiments demonstrate power (powerlessness) trigger preference for experiential (material) luxury offerings over material luxury offerings and the moderating role of the stability of consumers’ power position is further explored.
[ to cite ]:
David Dubois and Ayalla Ruvio (2014) ,"When Do Consumers Prefer to Look Like a King Vs. Feel Like a King? Power-Induced Preferences For Experiential Vs. Material Luxury", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 17-21.