Authentic vs. Hubristic Proud Consumers: Two Forms of Status Orientation Underlying New Luxury Consumption

B. Shi, J. M. Shi, Z. D. Zheng, Y. Q. Zhong
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Abstract

Incorporating motivation for two forms of social status—prestige and dominance, this research examines the influence of authentic and hubristic pride on consumers’ preferences and purchases of new ...
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正宗与虚荣的骄傲消费者:新奢侈品消费背后的两种身份定位形式
本研究结合两种形式的社会地位动机--声望和支配地位,探讨了真实自豪感和自大自豪感对消费者偏好和购买新产品的影响。
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