Sacrificing Pleasure For Status. Which Customers Are Attracted By Healthy Luxury Goods?
Luxury brands have recently entered the market of healthy products, although healthy benefits can reduce the hedonic benefits of luxury consumption. Across two preliminary studies, we propose and show that consumers who did not earn (vs. earned) their wealth present stronger desire for healthy (vs. non-healthy) luxury goods.
Perrine Desmichel and Goedele Krekels (2020) ,"Sacrificing Pleasure For Status. Which Customers Are Attracted By Healthy Luxury Goods?", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1218-1218.
Perrine Desmichel, Northwestern University, USA
Goedele Krekels, IÉSEG School of Management, France
NA - Advances in Consumer Research Volume 48 | 2020
Andrea Lucarelli, Lund University
Gregorio Fuschillo, Kedge Business School
Jon Bertilsson, Lund University
Format Neglect?: How Different Rank Claim Formats Influence Preference
Julio Sevilla, University of Georgia, USA
Mathew S. Isaac, Seattle University
Rajesh Bagchi, Virginia Tech, USA
The Asymmetry between Time and Money Compensation effect when feeling Scarcity: Time helps the Money Poor, but Money doesn’t help the Time Poor
Jane So, University of Washington, USA
Nidhi Agrawal, University of Washington, USA