Chapter2012

Indulging the Self Positive Consequences of Luxury Consumption

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Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior Studies Consumer Perception and Purchasing Behavior

Abstract

ZusammenfassungPeople not only purchase brands for the product behind the brand but also for what they symbolize [69]. As such, luxury brands are widely desired because – compared to their cheaper counterparts – they offer a functional, hedonic and symbolic value to their owners in addition to their utilitarian product value [20], [34], [56], [117], [122], [123].

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1979Prospect Theory: An Analysis of Decision under Risk 1988Prospect theory: An analysis of decision under risk 1988Development and validation of brief measures of positive and negative affect: The PANAS scales.1985The Satisfaction With Life Scale 1988Development and validation of brief measures of positive and negative affect: The PANAS scales.1965Society and the Adolescent Self-Image 1891The Principles of Psychology 1997Motivation and Personality

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