3C Such Great Heights: Visualization of Height Increases Luxury Perceptions in Consumers

Height is a powerful cultural metaphor for power. However, the effect that height has on luxury perceptions has not been extensively studied. When consumers encounter high-up places, they may be subject to perceptions of effort and exclusivity. This paper aims to unravel the underlying mechanisms of height and luxury perceptions.



Citation:

Huan You, Yan Zhang, Fang Wan, and Andrew Lee (2019) ,"3C Such Great Heights: Visualization of Height Increases Luxury Perceptions in Consumers", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 1001-1001.

Authors

Huan You, University of Manitoba, Canada
Yan Zhang, National University of Singapore, Singapore
Fang Wan, University of Manitoba, Canada
Andrew Lee, University of Manitoba, Canada



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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