European Business Schools Librarian's Group

HEC Research Papers Series,
HEC Paris

No 736: Consumer rapport to luxury : Analyzing complex and ambivalent attitudes

Bernard DUBOIS , Gilles LAURENT and Sandor CZELLAR
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Sandor CZELLAR: University of Geneva

Abstract: The very nature of luxury goods, the variety of consumption situations and the everlasting philosophical debate over luxury lead to particularly complex and ambivalent consumer attitudes, as evidenced by a first study based on the content analysis of in-depth interviews. A second study, based on surveys in twenty countries using finite mixture modeling, identifies three types of consumer rapport to luxury.

Keywords: luxury; ambiguity; attitude measurement; consumer behavior

JEL-codes: D12; L81

56 pages, October 1, 2001

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