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Marketing

Dafna Goor

Abstract:
The Impostor Syndrome from Luxury Consumption
The present research proposes that luxury consumption can be a double-edged sword: while luxury consumption yields status benefits, it can also make consumers feel inauthentic, because consumers perceive it as an undue privilege. As a result, paradoxically, luxury consumption may backfire and lead consumers to behave less confidently due to their undermined feelings of self-authenticity. Feelings of inauthenticity from luxury consumption are less pronounced among consumers with high levels of chronic psychological entitlement, and they are reduced when consumers’ sense of entitlement is temporarily boosted. The effects are robust across studies conducted in the lab and in field settings such as the Metropolitan Opera, Martha’s Vineyard, a luxury shopping center, and the Upper East Side in New York, featuring relevant consumption contexts and participant populations including luxury target segments.
Faculty Advisor(s): A. Keinan (Co-Chair), M. Norton (Co-Chair), C.Morewedge, and J. Gourville