Self-referencing narratives to predict consumers' preferences in the luxury industry: A longitudinal study
Abstract
Accurate predictions of consumers' spontaneous in-store preferences for new products remain limited, especially for luxury products, for which purchase choices involve subjective and symbolic elements. This paper shows that narratives that are spontaneously associated to products in the store are good predictors of consumers' actual both in-store and after-usage preferences. A longitudinal study of the haut de gamme perfume industry demonstrates...
Paper Details
Title
Self-referencing narratives to predict consumers' preferences in the luxury industry: A longitudinal study
Published Date
Sep 1, 2015
Journal
Volume
68
Issue
9
Pages
2037 - 2044
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