Luxury is a very subjective concept, strictly connected to the values and assumptions people use to orientate their choices and behaviors. Values are concepts or beliefs, which refer to desirable states or behaviors, and are used as standards or criteria to select or evaluate behavior and events (Schwartz, 1994). They impact on individuals’ perceptions and choices, and this happens both at an individual and at a collective level. Our study is a working progress paper as a first attempt to investigate the effects of cultural values on the demand of luxury goods, to answer the following questions: Does consumers’ perception of luxury goods vary across countries? Does culture affect this perception?
NEW TRENDS IN LUXURY GOODS CONSUMPTIONS. A CROSS-CULTURAL ANALYSIS
BASSANO, Clara;
2019
Abstract
Luxury is a very subjective concept, strictly connected to the values and assumptions people use to orientate their choices and behaviors. Values are concepts or beliefs, which refer to desirable states or behaviors, and are used as standards or criteria to select or evaluate behavior and events (Schwartz, 1994). They impact on individuals’ perceptions and choices, and this happens both at an individual and at a collective level. Our study is a working progress paper as a first attempt to investigate the effects of cultural values on the demand of luxury goods, to answer the following questions: Does consumers’ perception of luxury goods vary across countries? Does culture affect this perception?I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
