Psychological switching mechanism of consumers' luxury and non-luxury brand attitude formation: the effect of store location prestige and self-congruity

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Abstract

This paper discusses the relationships between store location prestige, location self-congruity, brand luxury, and brand attitude. The result of structural equation modeling revealed that location prestige impacted ideal social location self-congruity positively contributing to consumers' luxury brand attitudes, while it impacted actual location self-congruity negatively contributing to consumers' non-luxury brand attitudes. The findings also implied that consumers switched referential self-concept when they evaluated different brands. This psychological switching mechanism of consumers' brand attitude formation suggests it difficult for a non-luxury company to raise its brand equity by acquiring a prestigious store location, referring to the luxury strategy.

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D Kahneman, A Tversky (1981)

The psychological principles that govern the perception of decision problems and the evaluation of probabilities and outcomes produce predictable shifts of preference when the same problem is framed in different ways. Reversals of preference are demonstrated in choices regarding monetary outcomes, both hypothetical and real, and in questions pertaining to the loss of human lives. The effects of frames on preferences are compared to the effects of perspectives on perceptual appearance. The dependence of preferences on the formulation of decision problems is a significant concern for the theory of rational choice.

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Construal Levels and Psychological Distance: Effects on Representation, Prediction, Evaluation, and Behavior.

Yaacov Trope, Nira Liberman, Cheryl Wakslak (2007)

Construal level theory (CLT) is an account of how psychological distance influences individuals' thoughts and behavior. CLT assumes that people mentally construe objects that are psychologically near in terms of low-level, detailed, and contextualized features, whereas at a distance they construe the same objects or events in terms of high-level, abstract, and stable characteristics. Research has shown that different dimensions of psychological distance (time, space, social distance, and hypotheticality) affect mental construal and that these construals, in turn, guide prediction, evaluation, and behavior. The present paper reviews this research and its implications for consumer psychology.