The abstractness of luxury
AbstractThe 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 InfoArticle provided by Elsevier in its journal Journal of Economic Psychology.
Volume (Year): 32 (2011)
Issue (Month): 5 ()
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Luxury; Language; Abstractness; Construal level theory; Linguistic category model;
Find related papers by JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
- M37 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Advertising
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