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Luxury purchasing among older consumers: exploring inferences about cognitive Age, status, and style motivations

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  • Amatulli, Cesare
  • Guido, Gianluigi
  • Nataraajan, Rajan

Abstract

This research deals with the possibility that luxury purchasing among older consumers is related to their cognitive age (i.e., the age they feel) and, accordingly, the study reported herein assesses the effects of the underlying luxury motives on cognitive age. Results show that older consumers who relate luxury goods purchasing mainly to status reasons tend to feel younger than those who consider luxury goods purchasing primarily as a means to express their individual style. Furthermore, the study finds that, in order to meet their needs and wants, older consumers with a lower cognitive age rely more on brands than specific products; so their luxury goods purchasing intention is influenced more by brand images than product characteristics. These findings have marketing implications in the context of planning ad hoc advertising strategies aimed at luxury selling to older consumers.

Suggested Citation

  • Amatulli, Cesare & Guido, Gianluigi & Nataraajan, Rajan, 2015. "Luxury purchasing among older consumers: exploring inferences about cognitive Age, status, and style motivations," Journal of Business Research, Elsevier, vol. 68(9), pages 1945-1952.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:9:p:1945-1952
    DOI: 10.1016/j.jbusres.2015.01.004
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    References listed on IDEAS

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    2. Anil K. Agrawal & Amit Ambar Gupta & Manu K. Vora, 2021. "Optimal pricing and lot-sizing policies under promotional expense for some Veblen products," OPSEARCH, Springer;Operational Research Society of India, vol. 58(1), pages 83-108, March.
    3. Nabi, Nazia & O’Cass, Aron & Siahtiri, Vida, 2019. "Status consumption in newly emerging countries: The influence of personality traits and the mediating role of motivation to consume conspicuously," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 173-178.
    4. Inwon Kang & Haixin Cui & Jeyoung Son, 2019. "Conformity Consumption Behavior and FoMO," Sustainability, MDPI, vol. 11(17), pages 1-18, August.
    5. Zhu, Guowei & Zhang, Jianxiong & Xing, Enfeng & Han, Danke, 2022. "Pricing and quality decisions with conspicuous consumers," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 165(C).
    6. Chandon, Jean-Louis & Laurent, Gilles & Lambert-Pandraud, Raphaëlle, 2022. "Battling for consumer memory: Assessing brand exclusiveness and brand dominance from citation-list," Journal of Business Research, Elsevier, vol. 145(C), pages 468-481.
    7. Yong Liu & Dewei Yang & Hengzhou Xu, 2017. "Factors Influencing Consumer Willingness to Pay for Low‐Carbon Products: A Simulation Study in China," Business Strategy and the Environment, Wiley Blackwell, vol. 26(7), pages 972-984, November.
    8. Inwon Kang & Ilhwan Ma, 2020. "A Study on Bandwagon Consumption Behavior Based on Fear of Missing Out and Product Characteristics," Sustainability, MDPI, vol. 12(6), pages 1-16, March.
    9. Caroline Moraes & Marylyn Carrigan & Carmela Bosangit & Carlos Ferreira & Michelle McGrath, 2017. "Understanding Ethical Luxury Consumption Through Practice Theories: A Study of Fine Jewellery Purchases," Journal of Business Ethics, Springer, vol. 145(3), pages 525-543, October.
    10. Swimberghe, Krist & Darrat, Mahmoud A. & Beal, Brent D. & Astakhova, Marina, 2018. "Examining a psychological sense of brand community in elderly consumers," Journal of Business Research, Elsevier, vol. 82(C), pages 171-178.
    11. Giovanni Pino & Gianluigi Guido & Rajan Nataraajan, 2017. "Iconic art infusion in luxury retail strategies: Unveiling the potential," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 27(2), pages 136-147, April.
    12. Cesare Amatulli & Matteo De Angelis & Carmela Donato, 2019. "Communicating the luxury dream: The moderating role of brand prominence on the effect of abstract versus concrete language on consumer responses," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2019(4), pages 91-108.
    13. Gustavo Barrera Verdugo & Héctor R. Ponce, 2023. "Gender Differences in Millennial Consumers of Latin America Associated with Conspicuous Consumption of New Luxury Goods," Global Business Review, International Management Institute, vol. 24(2), pages 229-242, April.

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