From Luxury to Populence: Inconspicuous Consumption As Described By Female Consumers

Elad Granot, Cleveland State University
Thomas Brashear, University of Massachusetts, Amherst
Luxury as a concept has transformed from a snobbish exclusive class of products reserved for the rich, to a democratized, mass-market class of products available to most consumers across income and class levels. Our study looks into the phenomenon through the eyes of consumers describing their experiences with this new form of luxury which we coin as Populence-popular opulence.
[ to cite ]:
Elad Granot and Thomas Brashear (2008) ,"From Luxury to Populence: Inconspicuous Consumption As Described By Female Consumers", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 991-995.