The effect of materialism on conspicuous vs inconspicuous luxury consumption: focused on need for uniqueness, self-monitoring and self-construal

  • Minyoung Lee, Joonheui Bae, Dong-Mo Koo
  • Asia Pacific Journal of Marketing and Logistics, July 2020, Emerald
  • DOI: 10.1108/apjml-12-2019-0689

What is it about?

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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The following have contributed to this page: Dr. Dong-Mo Koo