When political ideology shapes luxury buying

Political allegiance plays a critical role in the decision to buy luxury goods. New empirical research by David Dubois, associate professor of marketing at INSEAD, Jeehye Christine Kim of Hong Kong UST Business School and ...

Self-beliefs shape what luxury means to us

New research suggests our unconscious self-beliefs influence what we value in luxury items, and that rather than targeting particular kinds of consumers, marketers should shape our self-beliefs to fit with their brand.

Personality drives purchasing of luxury goods

People who are extraverted and on low incomes buy more luxury goods than their introverted peers to compensate for the experience of low financial status, finds new UCL research.

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