Advertising for Symbolic Consumption: Exploring the Moderating Effects of Conspicuous Consumption and Materialism

摘要

Research on advertising appeal type has highlighted how consumers’product choice is influenced by the intrinsic attributes of the products.However, they have largely ignored conditions in which consumption is considered as a social tool, serving as a means of communication between the individuals and their reference group.This article investigates the promotional tools that are appropriate for luxurious products.Due to the symbolic properties of luxurious products, exploring the appropriate advertising's appeal type for promoting these products is necessary.