Impact of Status Maintenance Motivation and Political Ideology on Luxury Consumption

JeeHye Christine Kim, INSEAD, Singapore
Brian Seongyup Park, INSEAD, France
David Dubois, INSEAD, France
In this study, we explore how different types of status motivations interact with political ideology to impact luxury consumption. Across four studies including empirical analysis of real-life automobile purchase dataset, we demonstrate that status-maintenance motivation as compared to status-enhancement motivation increases preference for luxury brands as political conservatism increases.
[ to cite ]:
JeeHye Christine Kim, Brian Seongyup Park, and David Dubois (2015) ,"Impact of Status Maintenance Motivation and Political Ideology on Luxury Consumption", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 95-99.