July 29, 2016 14:10 - 15:40

Are collectivists more interested in luxury? Evidence based on web search data from American 50 states

[Speaker] Lai, Kaisheng:1
[Co-author] Chen, Hao:1, Sheng, Mingming:1, Yue, Guo-an:1
1:Nankai University (China (People's Republic of China))

Why are people so keen on luxury? Recently, researchers have begun to concern the effect of culture on luxury consumption. This study aims to examine whether collectivism, as one of the most important dimensions ofculture, is related to the people's need for luxury. With the search data about luxury brands from Google Trendsand a psychological indicator of Collectivism index in state level, we found that American state-levelcollectivism is positively related to the luxury web search volumes. Further analysis indicated that the positiverelationship between state-level collectivism is robust after controlling for the variables such as HouseholdIncome and so on. We found that states in U.S. with high collectivism are more interested in luxury. Ourfindings are of significant importance for understanding the relationship between culture and luxury in macro-level, as well as marketing strategies development and management.
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