Houston Matters

Study: Consumers Often Feel Guilt When Buying Luxury Items

During the holidays, do you ever feel pressure to buy things you really can’t afford? According to research co-authored by a University of Houston professor, many of us actually feel guilt when buying a luxury product – whether during the holidays or the rest of the year. Dr. Vanessa Patrick at UH’s Bauer College of Business […]

During the holidays, do you ever feel pressure to buy things you really can’t afford? According to research co-authored by a University of Houston professor, many of us actually feel guilt when buying a luxury product – whether during the holidays or the rest of the year.

Dr. Vanessa Patrick at UH’s Bauer College of Business studies consumer psychology and what motivates us to buy a luxury product over a less luxurious one — like, say, a Rolex over a Timex. She tells Paige Phelps more about her research and why companies put so much into the annual holiday marketing blitz.

MORE:
Luxury-Charity Partnerships Can Help Promote Retail Sales This Holiday Season (Phys.org, Dec. 14, 2015)
Study: Gilt and Guilt: Should Luxury and Charity Partner at the Point of Sale? (Henrik Hagtvedta & Vanessa M. Patrick, Aug. 15, 2015)

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