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The abstractness of luxury

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  • Hansen, Jochim
  • Wänke, Michaela
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    Abstract

    The purchase of luxury goods is relatively exclusive, limited, and often merely hypothetical. Thus, luxury goods may be perceived as more psychologically distant than ordinary goods. Based on the link between psychological distance and abstract mental representation, we hypothesized and found in three studies that both consumers and advertisers describe luxury products in more abstract language than they describe ordinary products, and that abstract product descriptions are perceived as more luxurious than concrete product descriptions.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Economic Psychology.

    Volume (Year): 32 (2011)
    Issue (Month): 5 ()
    Pages: 789-796

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    Handle: RePEc:eee:joepsy:v:32:y:2011:i:5:p:789-796

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    Web page: http://www.elsevier.com/locate/joep

    Related research

    Keywords: Luxury; Language; Abstractness; Construal level theory; Linguistic category model;

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    1. Kivetz, Ran & Simonson, Itamar, 2002. " Self-Control for the Righteous: Toward a Theory of Precommitment to Indulgence," Journal of Consumer Research, University of Chicago Press, vol. 29(2), pages 199-217, September.
    2. Anthony D. Miyazaki & Dhruv Grewal & Ronald C. Goodstein, 2005. "The Effect of Multiple Extrinsic Cues on Quality Perceptions: A Matter of Consistency," Journal of Consumer Research, University of Chicago Press, vol. 32(1), pages 146-153, 06.
    3. Nueno, Jose Luis & Quelch, John A., 1998. "The mass marketing of luxury," Business Horizons, Elsevier, vol. 41(6), pages 61-68.
    4. DUBOIS, Bernard & LAURENT, Gilles & CZELLAR, Sandor, 2001. "Consumer rapport to luxury : Analyzing complex and ambivalent attitudes," Les Cahiers de Recherche 736, HEC Paris.
    5. Kemp, Simon, 1998. "Perceiving luxury and necessity," Journal of Economic Psychology, Elsevier, vol. 19(5), pages 591-606, October.
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