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Materialistic consumers with independent self-construal prefer inconspicuous luxury brands because of high need for uniqueness, whereas non-materialistic consumers with interdependent self-construal prefer conspicuous luxury products because of high self-monitoring.
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This page is a summary of: The effect of materialism on conspicuous vs inconspicuous luxury consumption: focused on need for uniqueness, self-monitoring and self-construal, Asia Pacific Journal of Marketing and Logistics, July 2020, Emerald,
DOI: 10.1108/apjml-12-2019-0689.
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