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Yajin Wang

Although a conspicuously luxurious Louis Vuitton handbag may be a modern phenomenon, ostentatious displays of wealth have been occurring for millennia. As luxury consumption has been happening throughout human history and cultures, many speculate that the tendency to seek and display luxury goods might function to serve more fundamental evolutionary goals. This chapter aims to provide a review of how different motivations influence consumers’ psychology and behavior towards luxury consumption from an evolutionary perspective.