Motivated Happiness in Luxury Consumption

People dislike being in last place but are still buying the bottom-tier of a luxury brand. We demonstrate that consumers at the top and the bottom of a brand hierarchy construe their view of the brand differently, allowing both of them to be happy with their position in the hierarchy.



Citation:

Edward Yuhang Lai and Mario Pandelaere (2019) ,"Motivated Happiness in Luxury Consumption", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 720-720.

Authors

Edward Yuhang Lai, Virginia Tech, USA
Mario Pandelaere, Virginia Tech, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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