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Luxury customization and self-authenticity: Implications for consumer wellbeing

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  • Choi, Dayeon
  • Seo, Yuri
  • Septianto, Felix
  • Ko, Eunju

Abstract

Offering customization services via online toolkits has emerged as a growing trend among luxury brands. Previous studies in this domain have largely focused on how customization influences product evaluations and purchase intentions. Our research identifies a novel effect of luxury product customization by showing that customized luxury offerings can positively affect subjective well-being. Three experimental studies provide empirical evidence for this prediction and establish the underlying process driving the effect. Specifically, Study 1 shows that the heightened feelings of self-authenticity drive the effect of luxury customization on subjective well-being. Extending the results of Study 1, Study 2 further demonstrates that the experience of luxury customization influences actual well-being behavior. Notably, this effect is unique to luxury brands and does not occur for non-luxury brands (an ancillary study). Important implications for the theory and practice of luxury branding and consumer well-being are discussed.

Suggested Citation

  • Choi, Dayeon & Seo, Yuri & Septianto, Felix & Ko, Eunju, 2022. "Luxury customization and self-authenticity: Implications for consumer wellbeing," Journal of Business Research, Elsevier, vol. 141(C), pages 243-252.
    • Handle: RePEc:eee:jbrese:v:141:y:2022:i:c:p:243-252
    DOI: 10.1016/j.jbusres.2021.12.024
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    Cited by:

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