Indulging the Self Positive Consequences of Luxury Consumption



People not only purchase brands for the product behind the brand but also for what they symbolize [69]. As such, luxury brands are widely desired because – compared to their cheaper counterparts – they offer a functional, hedonic and symbolic value to their owners in addition to their utilitarian product value [20], [34], [56], [117], [122], [123].


Fruit Juice Consumer Research Endowment Effect Luxury Consumption Lottery Condition 


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Authors and Affiliations

  1. 1.GhentBelgien
  2. 2.Kessel‐loBelgien

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