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Talking about my generation: How values shape luxury consumption

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Date
2020
Dewey
Études du consommateur
Sujet
Luxury goods; Counterfeit; Generational cohort; Functional theories ofattitudes; GCC consumers.
JEL code
L.L6.L67; D.D1.D12
Journal issue
Recherche et applications en marketing
Publication date
2020
Publisher
PUF - Presses Universitaires de France
Forthcoming
oui
URI
https://basepub.dauphine.fr/handle/123456789/21112
Collections
  • DRM : Publications
Metadata
Show full item record
Author
Pueschel, Julia
Parguel, Béatrice
1032 Dauphine Recherches en Management [DRM]
Chamaret, Cécile
1172 Centre de recherche en gestion [CRG]
Type
Article accepté pour publication ou publié
Abstract (EN)
Literature suggests that when shopping for luxury goods, consumers arbitrate between genuine and fake luxury goods, with younger consumers being more likely to arbitrate in favor of luxury fakes because of their lower income and different values. We challenge this alleged influence in the United Arab Emirates, a country where access to luxury can be controlled for, and generations differ in values following 1990’s meteoric takeoff. Drawing on the functional theories of attitudes, a qualitative study shows that luxury consumption does not serve the same psychological functions for the pre-boom (over 30) and the post-boom generational cohorts in the UAE. As such, it demonstrates the power of values when explaining the trade-off between genuine and fake luxury goods, as values can explain both a current negative influence of age on counterfeit consumption in Western countries and a positive one in the Middle East. The findings are interesting for public policy makers and managers operating in the Gulf Cooperation Council countries.

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