Encouraging Ideal Behavior By Imagining Luxury Consumption

This research demonstrates that imagining the consumption of luxury products increases the perception that the actual self is aligned with the ideal self. This leads people to subsequently engage in behaviors that are consistent with the ideal self (e.g., making healthier food choices).


Keith Wilcox, Henrik Hagtvedt, and Bruno Kocher (2012) ,"Encouraging Ideal Behavior By Imagining Luxury Consumption", 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: 198-202.


Keith Wilcox, Babson College, USA
Henrik Hagtvedt, Boston College, USA
Bruno Kocher, HEC Paris, France


NA - Advances in Consumer Research Volume 40 | 2012

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