The Effect Of Luxury On Human Behavior

The Effect Of Luxury On Human Behavior
Advertising

New research tries to explain the connection between luxury and self-interest.

Naresh Kumar
  • 4 march 2010

New research by Prof. Roy Y.J. Chua of Harvard and Prof. Xi Zou of the London Business School gives some clues on the psychology of people surrounded by luxury goods.

The researchers performed a series of experiments with a volunteer group, half of which was primed to think about luxury and the other half was not. The results showed that the luxury primed participants were more self-interested and less concerned about others. This research, which is still being conducted, aims to help understand the decision making process of the well-off.

Access this article for free
Fill in your email below and you'll gain access to this article while also receiving a number of membership features as part of a special 30-day trial.
*Already a member? Log in here

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.