3-D: Exploring the Role of Consumption Values and Self-Construal in the Purchase of (In)Conspicuous Luxury Goods and Shopping Preferences: a Questionnaire Study

Karolina Dovgialo, London School of Economics, UK
Ben Voyer, ESCP Europe, UK
We investigate luxury preferences for quiet vs loud luxury goods, online vs offline shopping preferences, and individual consumer differences. We found significant relationships between: i) bandwagon consumption, interdependent self and preference for loud goods and ii) snob consumption, independent self and willing to pay a premium for quiet goods.
[ to cite ]:
Karolina Dovgialo and Ben Voyer (2017) ,"3-D: Exploring the Role of Consumption Values and Self-Construal in the Purchase of (In)Conspicuous Luxury Goods and Shopping Preferences: a Questionnaire Study", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1025-1025.