Metaphors and Assessment

Topics: Motivation, Goods, Luxury good Pages: 6 (2264 words) Published: February 13, 2013
International Journal of Market Research Vol . 52 Issue 5

Personal aspirations and the consumption of luxury goods
Yann Truong
ESC Rennes Business School

Past. research. has. rarely. included. both. intrinsic. and. extrinsic. aspirations. antecedents. in. predicting. luxury. consumption,. and. most. studies. have. assumed. that. conspicuous. antecedents. are. predominant. in. consumers’. motivations .. The. market .. The. findings. of. the. study,. conducted. in. France,. show. that. extrinsic. aspirations. are. more. strongly. related. to. conspicuous. consumption. than. to. quality. search. and. self-directed. pleasure,. suggesting. that. extrinsically. motivated. consumers. buy. luxury. brands. mainly,. but. not. wholly,. as. part. of. conspicuous. consumption. behaviour .. However,. intrinsic. aspirations. are. much. more. strongly. related. to. self-directed. pleasure. and. quality. search. than. are. extrinsically. aspirations,. suggesting. that. these. consumers. are. more. focused. on. their. own. pleasure. of. ownership. than. on. the. display. of. conspicuous. consumption .. The. findings. suggest. that. practitioners. should. take. into. consideration. both. types. of. consumer. motivation. in. the. design. of. their. marketing. campaigns,. in. order. to. increase. audience. reach. and. improve. brand. loyalty. in. the. long. run .. It. is. also. recommended. that. market. researchers. adapt. current. segmentation. and. brand. .

Introduction,.steadily.and. strongly,.since.the.early.1990s at.$,.reaching.$ 2004;.Metha.2006;.Luxury.Institute.2007) ..The.economic.factors.driving. this. trend. include. increasing. disposable. income,. lower. unemployment,. reducing. production. costs. and. increasing. female. employment,. as. well. as.,. Received.(in.revised.form):.3.March.2010

© 2010 The Market Research Society DOI: 10 .2501/S1470785310201521


Personal aspirations and the consumption of luxury goods

2005;. Fiske. &. Silverstein. 2004;. Yeoman. &. McMahon-Beattie. 2006) ..’Cass.&.Frost.2004;. Amaldoss. &. Jain. 2005),. the. superior. quality. of. products. and. services. ( al..1995;.Vigneron.&.Johnson.2004), ‘treat’.oneself.(Silverstein.&.Fiske.2005) ..Consequently,,.which.includes.not.only. level. (Nueno. &. Quelch. 1998;. Yeoman. &. McMahon-Beattie. 2006) . interest. in. luxury. consumption. (Truong et al .. 2008) .. Studies. of. the. motivations. for. luxury. consumption. fall. into. two. broad. categories:. ..Personally.orientated.purchase. of. luxury. goods. is. internally. driven,. and. reflects. self-fulfilment. goals. (Tsai. 2005) .. Tsai. (2005). was. one. of. the. first. researchers. to. propose. and. test. a. model. to. assess. customers’. intention. to. re-purchase. luxury. brands. on. the. basis. of. personally. orientated. antecedents .. Socially. orientated. purchasing. behaviour. is. externally. driven,. reflecting. a. desire. to. impress. others,.but.’s.classic.concept.of.conspicuous. consumption....
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Assessments Essay
  • metaphors Research Paper
  • Assessment Essay
  • assessment Essay
  • Metaphors Essay
  • Metaphor Essay
  • Essay on risk assessment
  • An Assessment of Asthma Essay

Become a StudyMode Member

Sign Up - It's Free