Because I'm Worth It - Luxury and the Construction of Consumers' Selves
This study investigates consumer experiences of luxury moments and how they relate to consumers’ selves. We find that luxury moments revolve around multifaceted experiences of having (materialistic motivations), doing (activity-centered), being (existentialist), and becoming (achievement-oriented). The findings broaden our perspective of luxury and illuminate related processes of consumer self construction.
Andrea Hemetsberger, Sylvia von Wallpach, and Martina Bauer (2012) ,"Because I'm Worth It - Luxury and the Construction of Consumers' Selves", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 483-489.
Andrea Hemetsberger, University of Innsbruck, Austria
Sylvia von Wallpach, University of Innsbruck, Austria
Martina Bauer, University of Innsbruck, Austria
NA - Advances in Consumer Research Volume 40 | 2012
Brand’s Moral Character Predominates in Brand Perception and Evaluation
Mansur Khamitov, Nanyang Technological University, Singapore
Rod Duclos, Western University, Canada
A Model of Consumer Self-Regulation Failure
Keith Wilcox, Columbia University, USA
Magical Anchors: Initial Focal Attention Drives the Direction and Content of Essence Transfer
Thomas Kramer, University of California Riverside, USA
Wenxia Guo, Acadia University
Zhilin Yang, City University of Hong Kong