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

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.

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