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Luxury watch possession and dispossession from father to son: A poisoned gift?

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  • Kessous, Aurélie
  • Valette-Florence, Pierre
  • De Barnier, Virginie

Abstract

This research investigates the feelings linked to the transmission of luxury watches from father to son. Based on three studies, an iterative content analysis of individual discourses investigates the three stages of the gift-giving process (Sherry, 1983). Study 1 investigates the gestation stage through the discourse of 15 fathers who offered their luxury watch to their son. Study 2 examines the prestation stage via the “Album On Line” technique on 48 owners. Study 3 explores the reformulation stage through the discourse of 15 sons who received the luxury watch from their father. Results show that the deeper we dig into the stages, the more mixed feelings respondents feel. The first stage is characterized by positive feelings linked to freedom, accomplishment, tradition or legacy. In the second stage, negative feelings linked to family finitude, contempt or resistance, add on to positive feelings. The last stage triggers comparison logic and social pressure and leads to mixed feelings both positive and negative among the sons. Assimilation and contrast effects are identified as high stakes in the individuation-separation process. A fourth stage is suggested: the appropriation stage.

Suggested Citation

  • Kessous, Aurélie & Valette-Florence, Pierre & De Barnier, Virginie, 2017. "Luxury watch possession and dispossession from father to son: A poisoned gift?," Journal of Business Research, Elsevier, vol. 77(C), pages 212-222.
    • Handle: RePEc:eee:jbrese:v:77:y:2017:i:c:p:212-222
    DOI: 10.1016/j.jbusres.2016.12.006
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    6. Déborah Philippe & Alain Debenedetti & Damien Chaney, 2022. "How brands mobilize status, reputation, and legitimacy cues to signal their social standing: The case of luxury watchmaking," Post-Print hal-03657352, HAL.
    7. Chen, Ning & Petersen, Francine E. & Lowrey, Tina M., 2022. "The effect of altruistic gift giving on self-indulgence in affordable luxury," Journal of Business Research, Elsevier, vol. 146(C), pages 84-94.
    8. Kessous, Aurélie & Valette-Florence, Pierre, 2019. "“From Prada to Nada”: Consumers and their luxury products: A contrast between second-hand and first-hand luxury products," Journal of Business Research, Elsevier, vol. 102(C), pages 313-327.
    9. Grigorescu Adriana & Ion Amalia Elena, 2020. "Innovation and product management – The direction of the 21st century luxury market," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 14(1), pages 1035-1045, July.
    10. Givi, Julian, 2020. "(Not) giving the same old song and dance: Givers’ misguided concerns about thoughtfulness and boringness keep them from repeating gifts," Journal of Business Research, Elsevier, vol. 117(C), pages 87-98.

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