One value does not ‘fit’ all: value-laden luxury advertising through the lens of consumer individuality

Abstract

ABSTRACT This paper investigates how consumers’ individual differences (personal values and characteristics in the adaptations level of personality) affect responses to luxury advertising laden with two opposing values: self-esteem versus image. Drawing on literature from luxury marketing, advertising and psychology, we examine the role of different personality variables in the effect of advertised values on attitudes and perceptions. Studies 1 and 2 show that susceptibility to normative influence and status consumption moderate the effect of advertised value on attitudes. Study 3 demonstrates that “for me” perceptions mediate the effect of advertised value on attitudes. Theoretical and managerial implications are discussed.