Understanding Seniors’ Experience of Luxury Consumption: An Emotional and Psychological Perspective | Chapter 3| New Advances in Business, Management and Economics Vol. 11

 

The ageing population is one of the most significant social transformations of the 21st century, impacting various sectors (United Nations, 2023). In marketing, seniors—typically defined as individuals aged 50 and above—are a valuable target group due to their favourable economic factors, lack of time constraints, and fewer commitments, leading to high consumption potential. This study addresses the issue of luxury consumption among seniors by examining the impact of advanced age on the emotions and psychological antecedents involved in the consumption of luxury products. Furthermore, it aims to highlight the differences among various segments of senior consumers in this context. As the first study to focus specifically on these aspects for senior consumers, a qualitative, exploratory approach was deemed necessary. To this end, 30 individual interviews were conducted with luxury consumers aged 50 and over. The study was conducted in France, and the respondents were randomly selected and interviewed in various locations, such as museums, luxury restaurants and hotels. The results underscore the importance of considering the role of both positive and negative emotions in luxury consumption, as well as the presence of emotional ambivalence related to advanced age among the participants. Moreover, senior luxury consumers referred to psychological antecedents associated with brand consciousness, materialism, and self-esteem. With a high purchasing power, increasing market size, and distinct behaviour compared to younger people, seniors are seen as newcomers in luxury marketing and deserve special attention. Despite extensive research on luxury consumers, most studies have focused on a younger demographic. However, both academics and practitioners have recognised the unique characteristics of senior consumers and their significant potential in the luxury sector. Understanding the nuances of ageing and its impact on luxury consumption is essential to effectively addressing this market. This knowledge helps develop better managerial insights and product offerings that strengthen the connection between senior consumers and luxury brands. The geographical limitation of the study presents opportunities for future research in diverse contexts, notably in cross-cultural studies on luxury consumption. Moreover, subsequent studies should explore the role of subjective age in shaping the emotional and psychological factors underlying luxury purchase intentions.

 

 

Author(s) Details

Cyrine Khalfallah Bargaoui
Department of Marketing, University of Tunis El Manar - FSEG, Tunis, Tunisia.

 

Please see the book here :- https://doi.org/10.9734/bpi/nabme/v11/6448

The Relationship between Emotion Regulation and Adult Attachment: A Correlational Study | Chapter 4 | Current Progress in Arts and Social Studies Research Vol. 10

Emotional regulation refers to the ability to manage and control emotions effectively. Adult attachment styles, which are shaped by early childhood experiences, play a significant role in how individuals relate to others and experience emotions. Secure attachment supports healthy emotional regulation, enabling individuals to understand, express, and manage their feelings appropriately. In contrast, insecure attachment styles, such as anxious preoccupied, dismissive-avoidant, or fearful-avoidant, can impair emotional regulation, leading to challenges in managing stress, anxiety, and other emotions. The aim of our study was to explore the correlation between adult attachment styles and emotional regulation. It was hypothesized that (1) there would be a positive correlation between secure attachment style and high emotional regulation, and (2) anxious and dependent attachment styles would be positively correlated with poor emotional regulation. The sample was collected using a convenient sampling method and data of 136 participants aged 18 to 30 years was used. Two self-report scales were; The Adult Attachment Scale (close version) was used to assess attachment styles, while the Emotional Regulation Questionnaire (ERQ) measured participants’ ability to regulate emotions. Participants filled out the questionnaire individually. After scoring the raw data, Pearson’s correlation analysis was conducted to examine relationships between the variables. The results of the study revealed correlation values as follows: reappraisal with closeness (r=-0.133), reappraisal with dependence (r=-0.125), suppression with closeness (r=-0.282), suppression with dependence (r=-0.334), reappraisal with anxiety (r=-0.125), and suppression with anxiety (r=0.214). Contrary to our first hypothesis, there was no significant correlation between secure attachment styles and emotional regulation. The second hypothesis was partially supported, showing a weak positive correlation between suppression and anxiety, as well as a negative weak correlation between suppression and dependence. Overall, our findings challenge the assumed relationship between attachment styles and emotional regulation, revealing unexpected weak correlations.

 

Author (s) Details

 

Robina Sultana
Department of Botany, University of Karachi, Sindh, Pakistan.

 

Huda KanwalYamin
Teacher Education Department, University of Karachi, Sindh, Pakistan.

 

Asma Hanif
Department of Botany, University of Karachi, Sindh, Pakistan.

Momina Jawad
Department of Psychology, University of Karachi, Sindh, Pakistan.

 

NabeelAhmed Zubairi
Department of Sociology, University of Karachi, Sindh, Pakistan.

 

Please see the book here:-  https://doi.org/10.9734/bpi/cpassr/v10/4227