Luxury Value Pyramid: What Are the Dimensions of Luxury (25:30)
This study aims to investigate the meaning of luxury to consumers. Luxury goods tend to be interpreted synonymous to excessive or conspicuous consumption. Solomon (2007) argued for a division of consumers into three groups based on their attitudes toward luxury: (1) Luxury is functional. (2) Luxury is a reward. (3) Luxury is indulgence. He claimed that as consumers’ age, the more they required functional dimensions to luxury items. Although we agree with his theory as far as it goes, we believe that it does not go far enough. After conducting extensive in-depth interviews with female consumers in the United States and Japan, in which we explored the meaning of luxury, we created a luxury value pyramid consisting of luxury’s dimensions.
Junko Kimura and Hiroshi Tanaka (2008) ,"Luxury Value Pyramid: What Are the Dimensions of Luxury (25:30)", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 879-879.
Junko Kimura, Hosei University, Japan
Hiroshi Tanaka, Hosei University, Japan
NA - Advances in Consumer Research Volume 35 | 2008
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