Decoding the dual desire: Expressive and impressive motivations for neo-luxury wearables

Abstract

In today’s rapidly evolving consumer landscape, understanding the motivational drivers behind consumer interaction with brands and purchase intentions is paramount for effective marketing communications. This research dives deep into the impressive and expressive consumer motivations influencing attitudes and purchase intentions for neo-luxury smart wearables. By employing a blended methodology of qualitative conceptual mapping and quantitative fsQCA analysis on consumer survey data, we uncover the integral role of both hedonic (pleasure-seeking) and eudaimonic (meaning-seeking) motivations for the contemporary neo-luxury consumer. Our findings underscore that a harmonious interplay between these motivations can bolster purchase intentions, even mitigating potential deterrents like skepticism or price-related apprehensions. This research offers invaluable insights for marketing communicators, including a nuanced understanding of these dual motivations as essential to crafting resonant messages for smart wearables. This paper reveals the strategies practitioners should adopt to effectively communicate the value proposition of innovative neo-luxury wearables, ensuring that messaging appeals to the expressive and impressive desires of the modern consumer.

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