Education, Liberalism and Consumers’ Response to Luxury Brands

Francine E. Petersen, ESMT, Germany
Keith Wilcox, Columbia University, USA
We examine the effect of the education facet of socio-economic status on perceptions of luxury brands. We find that more (less) educated consumers perceive luxury brands as less socially conscious and are less willing to buy them. This relationship is mediated by liberal values. Communicating social responsibility mitigates the effect.
[ to cite ]:
Francine E. Petersen and Keith Wilcox (2016) ,"Education, Liberalism and Consumers’ Response to Luxury Brands", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 589-590.