Don't fall into exquisite poverty: The impact of mismatch between consumers and luxury brands on happiness
SSRN Electronic Journal(2022)
摘要
•The mismatch between consumers and luxury brands reduces their happiness in use.•Feelings of inauthenticity are the underlying psychological mechanism.•The inauthentic feelings come from self-evaluation and perceived feedback from others.•Intrinsic consumption motive and distant social distance alleviate the effect.
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关键词
Luxury consumption,Self-congruity,Self-authenticity,Subjective well-being,Consumption motivation,Social distance
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