Consumer Rapport to Luxury: Analyzing Complex and Ambivalent Attitudes

Cahier de Recherche du Groupe HEC Paris, n° 736/2001The very nature of luxury goods, the variety of consumption situations and the everlasting philosophical debate over luxury lead to particularly complex and ambivalent consumer attitudes, as evidenced by a first study based on the content analysis of in-depth interviews. A second study, based on surveys in twenty countries using finite mixture modeling, identifies three types of consumer rapport to luxury