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.
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.
Edward Yuhang Lai, Virginia Tech, USA
Mario Pandelaere, Virginia Tech, USA
NA - Advances in Consumer Research Volume 47 | 2019
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