Research Handbook on Luxury Branding
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Research Handbook on Luxury Branding

Edited by Felicitas Morhart, Keith Wilcox and Sandor Czellar

Unique and timely, this Research Handbook on Luxury Branding explores and takes stock of the current body of knowledge on luxury branding, as well as offering direction for future research and management in the field. Featuring contributions from an international team of top-level researchers, this Handbook offers analysis and discussion of the profound socioeconomic, psychological, technological and political changes that are affecting the luxury industry, and that will continue to shape its future.
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Chapter 3: Evolutionary function of luxury consumption

Yajin Wang

Abstract

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.

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