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

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.



Citation:

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.

Authors

Karolina Dovgialo, London School of Economics, UK
Ben Voyer, ESCP Europe, UK



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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