Track

SPA

Presentation Type

Event

Description

We draw on the Affect Balance Theory to (a) explore whether two distinct modes of luxury consumption (i.e., conspicuous consumption and style consumption) are related to pleasure (i.e., positive affect) and guilt (i.e., negative affect); and (b) determine whether pleasure and guilt interplay to make interactive impacts, as well as independent impacts, on consumers’ repurchase intention.

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Nov 11th, 12:00 AM

Luxury Fashion Consumption: The Interplay of Guilt and Pleasure

We draw on the Affect Balance Theory to (a) explore whether two distinct modes of luxury consumption (i.e., conspicuous consumption and style consumption) are related to pleasure (i.e., positive affect) and guilt (i.e., negative affect); and (b) determine whether pleasure and guilt interplay to make interactive impacts, as well as independent impacts, on consumers’ repurchase intention.

 

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