The researchers attract their verdicts based upon 9 researches, including studies and observations of patrons of the Metropolitan Opera and also buyers at Louis Vuitton in New York City, visitors on Martha’s Vineyard, and other luxury consumers.
If you have the money, what deny a pricey Swiss watch or Italian sports car?
According to a brand-new research study, it ends up that luxury products are not always “really feel good” purchases. Some customers stress they might not be entitled to these products, stimulating sensations of inauthenticity that sustain what scientists call the “impostor disorder.”
” Luxury can be a double-edged sword,” claimed Boston College Carroll School of Management Associate Professor of Marketing Nailya Ordabayeva. “While luxury consumption holds the guarantee of elevated status, it can backfire and make consumers really feel inauthentic, creating what we call the ‘impostor disorder from deluxe usage.'”
In contrast to previous research studies in this field, “we find that numerous customers view high-end products as an advantage which is undeserved and also unnecessary,” the researchers said in the research, which was published in the Journal of Consumer Research.
As a result, consumers feel inauthentic while wearing or utilizing these products, and they actually act less certain than if they were sporting non-luxury things.
“one participant claimed she felt really timid when she used a gold locket with diamonds that she owned because it is not in her personality to use extravagant precious jewelry,” even though she could afford it, the researchers noted in at the study.
This impact is alleviated amongst consumers that have an inherently high feeling of entitlement, and also amongst non-entitled-feeling consumers once in a while that make them feel special, such as their birthday.
” Luxury marketing professionals as well as consumers need to be knowledgeable about this psychological expense of deluxe, as impostor feelings arising from acquisitions reduce consumer satisfaction as well as happiness,” said Ordabayeva. “But increasing customers’ sensations of deservingness with sales strategies and marketing messages can assist. Inevitably, in today’s age that prioritizes credibility and authentic living, developing experiences and stories that enhance people’s individual connection with items and possessions can generate long-term benefits for consumers and marketing experts alike.”
Ordabayeva’s co-authors on the research were Harvard Business School doctoral pupil Dafna Goor, Boston University professor Anat Keinan, and Hult International Business School professor Sandrine Crener.