Guilt-free pleasures: how premium and luxury influence regret

Lyons, Sarah Joy; Wien, Anders Hauge; Altintzoglou, Themistoklis

doi:10.1108/jpbm-02-2018-1764

Cited by 15 publications

(16 citation statements)

References 79 publications

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“…), environmental friendliness issues (Sirieix et al, 2017), give up dieting, consume harmful products (tobacco, alcohol, etc. ), indulge in excessive eating (Ruddock and Hardman, 2018) and purchase of expensive luxury products (Lyons et al, 2019).…”

Section: Guilt and Regretmentioning

confidence: 99%

The Effect of Guilt on Post-Purchase Regret: Attitudes and Repurchase Intentions Towards Smoking

Kazançoğlu¹,

Aydın²,

Mishra³

2021

Ege Akademik Bakis (Ege Academic Review)

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The aim of the study is to analyze the effect of smokers' guilt on regret and the effect of regret on attitudes and repurchase intention towards tobacco smoking. In addition, it is aimed to determine whether attitudes have a mediating effect on the relationship between regret and repurchase intention towards smoking. Face-to-face survey is conducted to collect data with 429 tobacco smokers in Izmir-Turkey by judgment-sampling method. The findings showed that the post-purchase guilt felt by consumers in terms of health, financial and moral guilt resulted in a feeling of regret. Regret was also found to affect repurchase intention due to the mediating effect of attitudes towards smoking. Another finding also displays that, despite the sample of consumers' represent negative attitudes, they could still exhibit repurchase behavior towards tobacco smoking. The contribution of this study is to investigate guilt and regret simultaneously, to reveal their effects on attitudes and, repurchasing intention towards smoking within the context of social marketing.

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Section: Guilt and Regretmentioning

confidence: 99%

The Effect of Guilt on Post-Purchase Regret: Attitudes and Repurchase Intentions Towards Smoking

Kazançoğlu¹,

Aydın²,

Mishra³

2021

Ege Akademik Bakis (Ege Academic Review)

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“…fantasies and feelings that individuals experience and enjoy) and symbolic meanings (e.g. symbols of wealth, identity and the owner's social status) (Li et al , 2013; Lyons et al , 2019; Zhang and Cude, 2018; Zhang and Kim, 2013). In the past, conspicuous consumption was widespread in the affluent societies of developed countries.…”

Section: Introductionmentioning

confidence: 99%

“…Apart from using domestic products and brands, these consumers now desire foreign and imported products and brands, which they believe will satisfy their higher order needs (Chaudhuri et al , 2011; Geiger-Oneto et al , 2013; Ward and Dahl, 2014). This is further fuelled by the availability of such products on the market, where brands are becoming more desirable and common than they were some decades ago (Lyons et al , 2019).…”

Section: Introductionmentioning

confidence: 99%

Seriously, conspicuous consumption? The impact of culture, materialism and religiosity on Malaysian Generation Y consumers' purchasing of foreign brands

Zakaria

Wan-Ismail

Abdul‐Talib

2020

APJML

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PurposeThe purpose of this research is to understand the importance of value orientation on conspicuous consumption in the youth market segment in Southeast Asia. In particular, the focus is to understand three different types of value orientation (specifically cultural values, material values and religious values) and its effects on conspicuous consumption behaviour.Design/methodology/approachAn integrative theoretical model is proposed based on Hofstede's cultural dimension, the materialism value scale and religious commitments to predict the relationship for the value orientations of Generation Y's (Gen Y's) conspicuous consumption behaviour. The data was collected from undergraduate students enrolled in general education courses in three universities in Malaysia. Using cross-sectional data, 262 sets of valid questionnaires were used to perform the statistical analysis for the measurement and structural model using partial least squares equation modelling (PLS-SEM) path modelling.FindingsWe position our study by raising the pertinent question of “Seriously, Conspicuous Consumption?” to establish a clear understanding of whether Malaysian Gen Y individuals are conspicuous consumers and, if they are, which of the three values matter the most. In order to answer the question of whether Malaysian Gen Y engages in conspicuous consumption, we arrive at an understanding that, given multi-value orientations, conspicuous behaviour can be motivated and impacted by one value orientation and constrained by others. Hence, value orientation offers an insightful explanation of one specific type of consumer behaviour in the context of Asia as an emerging global market. Thus, our study provides two key theoretically significant findings. In general, our findings provide insights into how the multi-value orientations (i.e. cultural, material and religious orientations) contribute to several bodies of literature—namely, conspicuous consumption, international marketing and transcultural marketing. The results revealed that collectivism and materialism were positively and significantly related to conspicuous consumption. Uncertainty avoidance, although significant, had a negative relationship with conspicuous consumption. The other values (masculinity, power distance and religious values) were not significantly related to conspicuous consumption.Research limitations/implicationsPurchasing luxury goods is becoming an emergent phenomenon in Asia, particularly among young consumers. This paper provides marketing managers, particularly brand owners, with practical and realisable examples of how to plan and execute their marketing plans. A more profound understanding of this relationship may also serve to aid marketing managers in devising more focused marketing strategies and thus allocate marketing resources more efficiently. Hence, marketers could develop an effective communication strategy so that the target consumers will be aware of their goods because the purchase of luxury goods is likely to be motivated by social, cultural and personal factors.Originality/valueThis article examines the impact of value orientations on conspicuous consumption behaviour in Malaysian Gen Y consumers. The model proposed in this study is useful in predicting conspicuous consumption among Gen Y. By identifying the factors influencing this emergent type of consumer behaviour, global retailers will be informed about this particular market segmentation in terms of its preferences and desires. The article discusses the research findings and concludes with managerial implications and limitations.

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“…In traditional contexts, luxurious designs and aesthetics contribute to a positive customer experience (Elliot & Maier, 2014). The perception of luxury has been identified as pleasure enhancing and gratifying (Lyons, Wien, & Altintzoglou, 2019;Yani-de-Soriano & Foxall, 2006). However, the consumer perceived hedonic value seemed compromised when presented online.…”

Section: Discussionmentioning

confidence: 99%

The Online Experience of Luxury Consumers: Insight into Motives and Reservations

Halwani¹

2020

IJBM

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Several research efforts provide insight into the corporate online strategies of luxury brands. However, little research has focused on how consumers perceive the luxury online experience. This research aims to understand the underlying motivations and reservations towards online luxury purchase. The perceived online experience of luxury consumers is examined within the framework of the functional theory of attitudes, rooted in the work of Katz (1960) and Shavitt (1989). An exploratory approach yielded a typology of five motivations: independent browsing, personalized communication, accessibility, and convenience; and three reservations: purchase of unfamiliar brands, lack of spontaneity and uninspiring online retail environments. This research contributes a much needed consumer perspective of luxury online retail to the existing literature. The findings have resulted in a comprehensive understanding of the online shopping luxury experience. Theoretically, the findings support the functional theory of attitudes and the influence of both hedonic and utilitarian dimensions on the online luxury experience. More practically, this work shows that recognition of the underlying motivations and reservations of online luxury consumers informs marketers and brand managers on how to adapt their online presence and initiatives.

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Guilt-free pleasures: how premium and luxury influence regret

Cited by 15 publications

References 79 publications

The Effect of Guilt on Post-Purchase Regret: Attitudes and Repurchase Intentions Towards Smoking

The Effect of Guilt on Post-Purchase Regret: Attitudes and Repurchase Intentions Towards Smoking

Seriously, conspicuous consumption? The impact of culture, materialism and religiosity on Malaysian Generation Y consumers' purchasing of foreign brands

The Online Experience of Luxury Consumers: Insight into Motives and Reservations

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