From “Wealth-As-Status” to “Value-As-Status:” the Millennial Luxury Consumer Mindset

Integrating theories of status acquisition with functional theories of attitude, we investigate why consumers (Millennial vs. non) are drawn to luxury consumption. Three studies show that Millennials still purchase luxury for social-adjustive reasons (i.e., signaling and social approval), however not to signal wealth, but instead to communicate their values.


Ludovica Cesareo and Vanessa Patrick (2019) ,"From “Wealth-As-Status” to “Value-As-Status:” the Millennial Luxury Consumer Mindset", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 51-56.


Ludovica Cesareo, Lehigh University, USA
Vanessa Patrick, University of Houston, USA


NA - Advances in Consumer Research Volume 47 | 2019

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