Images of success and the preference for luxury brands

Naomi Mandel, Petia K. Petrova, Robert B. Cialdini

Research output: Contribution to journalArticle

129 Citations (Scopus)

Abstract

This research examines the impact of media depictions of success (or failure) on consumers' desire for luxury brands. In a pilot study and three additional studies, we demonstrate that reading a story about a similar/successful other, such as a business major from the same university, increases consumers' expectations about their own future wealth, which in turn increases their desire for luxury brands. However, reading about a dissimilar successful other, such as a biology major, lowers consumers' preferences for luxury brands. Furthermore, we examine the role of ease of imagining oneself in the narrative as a mediator of the relation between direction of comparison, similarity, and brand preference.

Original languageEnglish (US)
Pages (from-to)57-69
Number of pages13
JournalJournal of Consumer Psychology
Volume16
Issue number1
DOIs
StatePublished - 2006

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Reading
Research
Luxury brands
Consumer Behavior
Direction compound
Consumer expectations
Mediator
Wealth
Consumer preferences
Brand preference

ASJC Scopus subject areas

  • Psychology(all)
  • Applied Psychology

Cite this

Images of success and the preference for luxury brands. / Mandel, Naomi; Petrova, Petia K.; Cialdini, Robert B.

In: Journal of Consumer Psychology, Vol. 16, No. 1, 2006, p. 57-69.

Research output: Contribution to journalArticle

Mandel, Naomi ; Petrova, Petia K. ; Cialdini, Robert B. / Images of success and the preference for luxury brands. In: Journal of Consumer Psychology. 2006 ; Vol. 16, No. 1. pp. 57-69.
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