Expressing Passion For Luxury Restores Warmth and Enhances Liking

Luxury consumers are judged as lacking warmth and likability. How can they mitigate this warmth penalty? Although luxury consumers avoid sharing their passion for luxury with others, we show that such passion expression actually increases their perceived warmth and likability. This warmth restoration occurs through enhanced perceived authenticity.

Citation:

SungJin Jung, Charlene Chen, and Andy Yap (2021) ,"Expressing Passion For Luxury Restores Warmth and Enhances Liking", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 225-226.