Expressing passion for luxury enhances perceived authenticity

• Main Authors: Jung, SungJin, Chen, Charlene Yijun, Yap, Andy
• Other Authors: Nanyang Business School
• Format: Article
• Language: English
• Published: 2024
• Subjects: Business and Management; Interpersonal judgment; Luxury consumption
• Online Access: https://hdl.handle.net/10356/174353
• Institution: Nanyang Technological University

Consumers are often viewed unfavorably when using luxury products. They are seen as seeking status and managing impressions, and therefore judged as inauthentic. How can luxury consumers alleviate these negative social consequences? Our pilot studies suggest that although many consumers are passiona...