The Abstractness of Luxury

Jochim Hansen, New York University, USA
Michaela Wänke, University of Basel, Switzerland
As the purchase of luxurious goods is relatively exclusive, limited, and often only hypothetical, luxury is perceived as more psychologically distant than ordinary goods. This distance causes luxury to be described in a more abstract language, and abstract product descriptions to be perceived as more luxurious than concrete descriptions.
[ to cite ]:
Jochim Hansen and Michaela Wänke (2011) ,"The Abstractness of Luxury", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.