Ambivalence in the decision to buy luxury products: The case of millennials
Ladwein, Richard
Ambivalence in the decision to buy luxury products: The case of millennials - 2019.
76
Luxury is associated with excess, but also with beauty and pleasure. It often evokes both positive and negative reactions among consumers, especially among young people or millennials. This category of the population, although generally overlooked when it comes to luxury studies, represents a potential growth lever for luxury brands. Moreover, this segment represents the future, in the sense that it will be at the heart of tomorrow’s luxury market for adults. The implications are therefore significant. Those in this millennial segment may indeed feel ambivalent toward the decision to buy luxury products and this could influence their intention to purchase the products and make them delay doing so. The impact of ambivalence on these variables is not well known in the literature on marketing. Indeed, studies on attitudes toward luxury products and brands use scales that measure positive or negative attitudes but do not allow consumers to express their ambivalence. In order to explain how ambivalence influences the decision to buy luxury products, we conducted a survey with 143 French students. The results show that ambivalence has a twofold effect on the intentions of this new consumer segment: it reduces the intention to buy because of attitude, and increases purchase delay because those in this segment spend time researching beforehand.
Ambivalence in the decision to buy luxury products: The case of millennials - 2019.
76
Luxury is associated with excess, but also with beauty and pleasure. It often evokes both positive and negative reactions among consumers, especially among young people or millennials. This category of the population, although generally overlooked when it comes to luxury studies, represents a potential growth lever for luxury brands. Moreover, this segment represents the future, in the sense that it will be at the heart of tomorrow’s luxury market for adults. The implications are therefore significant. Those in this millennial segment may indeed feel ambivalent toward the decision to buy luxury products and this could influence their intention to purchase the products and make them delay doing so. The impact of ambivalence on these variables is not well known in the literature on marketing. Indeed, studies on attitudes toward luxury products and brands use scales that measure positive or negative attitudes but do not allow consumers to express their ambivalence. In order to explain how ambivalence influences the decision to buy luxury products, we conducted a survey with 143 French students. The results show that ambivalence has a twofold effect on the intentions of this new consumer segment: it reduces the intention to buy because of attitude, and increases purchase delay because those in this segment spend time researching beforehand.
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