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
The Positivity Problem: Using Mass-Scale Emotionality to Predict Marketplace Success
Matthew D Rocklage, Northwestern University, USA
Derek Rucker, Northwestern University, USA
Loran F Nordgren, Northwestern University, USA
How Mortality Salience Shapes Consumers’ Responses to Brands
Polina Landgraf, IE Business School, IE University
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University
Shared Values, Trust, and Consumers’ Deference to Experts
Samuel Johnson, University of Bath, UK
Max Rodrigues, DePaul University, USA
David Tuckett, University College London