Consumer rapport to luxury: Analyzing complex and ambivalent attitudes

The very nature of luxury goods, the variety of consumption situations and the everlasting philosophical debate over luxury lead to particularly complex and ambivalent consumer attitudes, as evidenced by a first study based on the content analysis of in-depth interviews. A second study, based on surveys in twenty countries using finite mixture modeling, identifies three types of consumer rapport to luxury. Lien vers l'article

DUBOIS, B., LAURENT, G. and CZELLAR, S. (2001). Consumer rapport to luxury: Analyzing complex and ambivalent attitudes. 736/2001 (490 cites in Google Scholar), HEC.

Mots clés : #luxury, #ambiguity, #attitude-measurement, #consumer-behavior