Luxury Fashion Consumption: The Interplay of Guilt and Pleasure
Luxury Fashion Consumption: The Interplay of Guilt and Pleasure
Date
2015-11-11
Authors
Ki, Chung-Wha
Lee, Kang-Bok
Kim, Youn-Kyung
Lee, Kang-Bok
Kim, Youn-Kyung
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Abstract
We draw on the Affect Balance Theory to (a) explore whether two distinct modes of luxury consumption (i.e., conspicuous consumption and style consumption) are related to pleasure (i.e., positive affect) and guilt (i.e., negative affect); and (b) determine whether pleasure and guilt interplay to make interactive impacts, as well as independent impacts, on consumers’ repurchase intention.