The Ugly Luxury Premium: When Distinctiveness Pays Off

Consumers choose attractive goods. However, this research identifies the “ugly luxury premium”. Three lab studies and two analyses of Amazon data show that, while consumers avoid ugly non-luxury products, among luxury, consumers view distinctively ugly products as more luxurious and fashion-forward, and choose them as often as beautiful ones.


Ludovica Cesareo, Claudia Townsend, and Zijun June Shi (2019) ,"The Ugly Luxury Premium: When Distinctiveness Pays Off", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 491-492.


Ludovica Cesareo, Lehigh University, USA
Claudia Townsend, University of Miami, USA
Zijun June Shi, Carnegie Mellon University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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