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

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