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Self-referencing narratives to predict consumers\textquotesingle preferences in the luxury industry: A longitudinal study

Author

Listed:
  • Caroline Ardelet

    (CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre)

  • Barbara Slavich

    (LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique)

  • Gwarlann de Kerviler

    (LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique, IÉSEG School Of Management [Puteaux])

Abstract

Accurate predictions of consumers' spontaneous in-store preferences for new products remain limited, especially for luxury products, for which purchase choices involve subjective and symbolic elements. This paper shows that narratives that are spontaneously associated to products in the store are good predictors of consumers' actual both in-store and after-usage preferences. A longitudinal study of the haut de gamme perfume industry demonstrates that consumers who spontaneously narrate personal stories when testing products in the store are more likely to prefer products in the store and after usage at home. In addition, the present research shows that this effect is stronger for perfume brands that convey a strong heritage. This paper demonstrates that marketers should analyze consumers' narratives at points of purchase to anticipate their long-term behaviors towards luxury products.

Suggested Citation

  • Caroline Ardelet & Barbara Slavich & Gwarlann de Kerviler, 2015. "Self-referencing narratives to predict consumers\textquotesingle preferences in the luxury industry: A longitudinal study," Post-Print hal-01563027, HAL.
    • Handle: RePEc:hal:journl:hal-01563027
    DOI: 10.1016/j.jbusres.2015.02.017
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    Citations

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    Cited by:

    1. Fabien Pecot & Virginie de Barnier, 2018. "Brands using historical references: a consumers’ perspective," Post-Print hal-03511250, HAL.
    2. Gurzki, Hannes & Woisetschläger, David M., 2017. "Mapping the luxury research landscape: A bibliometric citation analysis," Journal of Business Research, Elsevier, vol. 77(C), pages 147-166.
    3. Hung, Yu-Chen & Song, Liang & Chao, Chih-Wei (Fred) & Guan, Chong, 2017. "Love at first sight: The effect of presentation order on evaluation of experiential options in luxury tour packages," Journal of Business Research, Elsevier, vol. 81(C), pages 181-191.
    4. Hajdas Monika & Radomska Joanna & Szpulak Aleksandra & Silva Susana C., 2022. "Don’t tell me stories – the narratives of retirement and their relation with brand associations," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 58(1), pages 17-32, March.
    5. Hsiang-Ming Lee & Ya-Hui Hsu & Tsai Chen, 2020. "The Moderating Effects of Self-Referencing and Relational-Interdependent Self-Construal in Anti-Smoking Advertising for Adolescents," IJERPH, MDPI, vol. 17(22), pages 1-19, November.
    6. Zhou, Shuang & Blazquez, Marta & McCormick, Helen & Barnes, Liz, 2021. "How social media influencers’ narrative strategies benefit cultivating influencer marketing: Tackling issues of cultural barriers, commercialised content, and sponsorship disclosure," Journal of Business Research, Elsevier, vol. 134(C), pages 122-142.
    7. Lidan Xu & Ravi Mehta, 2022. "Technology devalues luxury? Exploring consumer responses to AI-designed luxury products," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1135-1152, November.
    8. Fabien Pecot & Virginie Barnier, 2018. "Brands using historical references: a consumers’ perspective," Journal of Brand Management, Palgrave Macmillan, vol. 25(2), pages 171-184, March.

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