When symbolism overtakes quality: Materialists consumers disregard product quality when faced with luxury brands

被引:12
作者
Audrin, Catherine [1 ,2 ,3 ,4 ]
Brosch, Tobias [2 ,3 ]
Chanal, Julien [1 ,2 ,4 ]
Sander, David [2 ,3 ]
机构
[1] Univ Geneva, Fac Psychol & Educ Sci FPSE, Methodol & Data Anal Res Grp, Geneva, Switzerland
[2] Univ Geneva, Dept Psychol, Pont dArve 40, CH-1205 Geneva, Switzerland
[3] Swiss Ctr Affect Sci, Geneva, Switzerland
[4] Distance Learning Univ Switzerland, Sierre, Switzerland
基金
瑞士国家科学基金会;
关键词
Consumer psychology; Materialism; Luxury; Brand; Quality; TASTE; PERCEPTIONS; PSYCHOLOGY;
D O I
10.1016/j.joep.2017.04.001
中图分类号
F [经济];
学科分类号
02 ;
摘要
Consumers use extrinsic and intrinsic cues to set preferences and make purchase decisions. However, the extent to which luxury-related extrinsic cues determine consumer preferences and whether the relative weighting of extrinsic vs. intrinsic cues depends on consumers' values is still unclear. We investigated how luxury vs. non-luxury brands affect consumer preferences, and how this impact is moderated by consumers' materialistic values. Results from Experiment 1 showed that materialistic and non-materialistic participants similarly appreciated products with luxurious brands. However, compared with non-materialistic participants, materialistic participants devaluated products that were tagged as non-luxurious brands. In Experiment 2, we investigated how product quality interacts with brands and whether materialistic values moderated this interaction. Materialistic participants paid more attention to brand-related cues than to quality related cues, whereas non-materialistic participants considered these cues similarly. Taken together, the results of these two studies suggest that materialism influences the way extrinsic (i.e., brand) and intrinsic (i.e., quality) information is combined during product evaluation. These results highlight the importance of materialism in consumer decision-making, especially in the context of luxury consumption. (C) 2017 Elsevier B.V. All rights reserved.
引用
收藏
页码:115 / 123
页数:9
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