The abstractness of luxury
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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- 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.
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- Nueno, Jose Luis & Quelch, John A., 1998. "The mass marketing of luxury," Business Horizons, Elsevier, vol. 41(6), pages 61-68.
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