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Emotional experiences behind the pursuit of inconspicuous luxury

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  • Makkar, Marian
  • Yap, Sheau-Fen

Abstract

Today we are witnessing a trend towards subtler hints of luxury, reflecting the rise of inconspicuousness. We seek to address the contradictions of paying a premium for luxury with subtle logos that provide less effective brand signaling to others by exploring two research questions: What emotions do consumers experience in relation to their inconspicuous luxury consumption? How do emotions associated with symbolic meanings of inconspicuous luxury consumption play a role in self-identity communication? Using the luxury fashion goods context, in-depth interviews and naturalistic observational data of 10 luxury consumers with inconspicuous preferences in Dubai reveal three main themes contributing to inconspicuousness: emotional self-defense, self-enhancement, and social-defense. Inconspicuousness symbolizes self-protection and association with tasteful luxury and dissociation from luxury faux pas.

Suggested Citation

  • Makkar, Marian & Yap, Sheau-Fen, 2018. "Emotional experiences behind the pursuit of inconspicuous luxury," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 222-234.
    • Handle: RePEc:eee:joreco:v:44:y:2018:i:c:p:222-234
    DOI: 10.1016/j.jretconser.2018.07.001
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