Consumer Behaviors and Contemporary Attitudes in Luxury Markets

Abstract

This chapter analyzes the differences in consumer behavior and attitudes towards Luxury Goods. The established bond of the consumer with the luxury brand, as derived from a psychological process, is strong, and characterized by the emotional. The Luxury Brand is a symbol of personal and social identity, it expresses the individual's personality and lifestyle, strengthens the projection of self-image, status and self-concept. This chapter will analyze the buying decision process, customer retention and loyalty. The chapter will study the role of envy in the buying decision process of Luxury Goods, within a context of social comparison. As well as advertising messages and their strategies (of which envy is commonly used). The personality of the Luxury Retail Store will be analyzed. It will review the most important scientific contributions paying special attention to research done in the field of Neuromarketing and Neurobiology of Beauty.

Neurociencia y comportamiento del consumidor

“…De igual forma, Phan et al (2002) comparan los resultados de los análisis en el cerebro y muestran las áreas que están implicadas en las reacciones emocionales. En igual medida, se puede confrontar que los vínculos que establece el consumidor con la marca son fuertes al estar representado por sentimientos (Ferrer, 2019). Siendo entonces las herramientas usadas por la neurociencia del consumidor de beneficio mutuo entre comprador y también del vendedor (Avinash et al, 2018).…”