Luxury Shaming: Are You Being Judged for Your Taste?

Psych 🧠 - 336/500

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What is it?

This paper examines the social consequences of luxury consumption & proposes a strategy for mitigating the negative perceptions often associated with expressing passion.

A lady attempting to show off their priced possessions.

It argues that when luxury consumers express genuine enthusiasm for their purchases, they are perceived as more authentic and likeable.

Major findings:

• Luxury consumption is seen as inauthentic: People tend to view luxury consumers as motivated by external factors, leading to negative judgments of their authenticity.

• Passion expression enhances authenticity: When luxury consumers express their passion for luxury products or brands, they are perceived as more authentic by others.

• Authenticity boosts warmth and trustworthiness: This increased authenticity, in turn, leads to higher perceptions of warmth and trustworthiness, making luxury consumers seem more likable and relatable.

• Passion expression increases interest from others: Observers are more interested in getting to know luxury consumers who express passion, as they appear more genuine and less motivated by ulterior motives.

• Intrinsic motivation is the key: Passion expression shifts attributions for luxury consumption from extrinsic (status, impression management) to intrinsic motives (enjoyment, appreciation).

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What do I need to know:

This research offers valuable insights into the dynamics of luxury consumption and interpersonal perception to enhance authenticity & build more positive social connections.

• Expressing passion can alleviate social costs of luxury: Luxury consumers can mitigate negative judgments by openly sharing their genuine enthusiasm for their purchases.

• Authenticity is crucial for positive social interactions: Being perceived as authentic enhances warmth, trustworthiness, and overall likability.

• Intrinsic motivation is valued: People are more drawn to those who are motivated by genuine enjoyment rather than external rewards.

• Passion expression can be a powerful tool: Beyond luxury consumption, expressing passion in other contexts might similarly enhance authenticity and improve social outcomes.

Source:

• https://myscp.onlinelibrary.wiley.com/doi/full/10.1002/jcpy.1368?campaign=woletoc