What is it about?
Based on a survey of 265 luxury consumers, this study reveals that when faced with mimicking behaviors by less affluent consumers, high in Need-For-Status consumers exhibit more negative attitude toward their favorite luxury goods brands than luxury hospitality brands. Conversely, low in Need-For-Status consumers exhibit similar levels of attitude change across the two types of luxury brands.
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Why is it important?
As an ever increasing number of customers can now afford luxury products, it is important to understand how affluent consumers react to the less affluent mimicking behaviors. This paper sets out to examine the joint effects of product type (hospitality services vs goods) and consumers’ need for status on consumers’ attitude change toward their favorite luxury brands. The study results suggest that luxury hospitality companies may find it easier to expand to less affluent markets than their luxury goods counterparts.
Perspectives
Despite the rapid growth of the luxury hospitality market, academic research has largely neglected this area. This paper is the first one of my series studies that aims to capture the differences between luxury hospitality services and luxury goods, as well as the role of status seeking on luxury consumption. For the other articles, please see below: - Yang, W., & Mattila, A. S. (2013). The Impact of Status Seeking on Consumers' Word of Mouth and Product Preference: A Comparison Between Luxury Hospitality Services and Luxury Goods. Journal of Hospitality & Tourism Research, 1096348013515920. - Yang, W., Zhang, L., & Mattila, A. S. (2015). Luxe for Less How Do Consumers React to Luxury Hotel Price Promotions? The Moderating Role of Consumers’ Need for Status. Cornell Hospitality Quarterly, 1938965515580133.
Dr Wan Yang
California Polytechnic State University Pomona
Read the Original
This page is a summary of: Do affluent customers care when luxury brands go mass?, International Journal of Contemporary Hospitality Management, May 2014, Emerald,
DOI: 10.1108/ijchm-03-2013-0124.
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