This work proves that mere exposure to luxury goods increases individuals’ propensity to prioritize self-interests over others’ interests, influencing the decisions they make.
In Experiment 1 it is found that participants primed with luxury goods were more likely than those primed with non-luxury goods to endorse business decisions that benefit themselves but could potentially harm others. Experiment [...]
This work proves that mere exposure to luxury goods increases individuals’ propensity to prioritize self-interests over others’ interests, influencing the decisions they make.
In Experiment 1 it is found that participants primed with luxury goods were more likely than those primed with non-luxury goods to endorse business decisions that benefit themselves but could potentially harm others. Experiment 2 then further demonstrates that exposure to luxury is likely to activate self-interest but not necessarily the tendency to harm others.
We can learn from that a lot in the field of internetmarketing.
Abstract (via HBS)
Although the concept of luxury has been widely discussed in social theories and marketing research, relatively little research has directly examined the psychological consequences of exposure to luxury goods. This paper demonstrates that mere exposure to luxury goods increases individuals’ propensity to prioritize self-interests over others’ interests, influencing the decisions they make. Experiment 1 found that participants primed with luxury goods were more likely than those primed with non-luxury goods to endorse business decisions that benefit themselves but could potentially harm others. Using a word recognition task, Experiment 2 further demonstrates that exposure to luxury is likely to activate self-interest but not necessarily the tendency to harm others. Implications of these findings were discussed.
Implications (Via HBS)
The current research has some important implications. In the midst of the current global economic crisis, people are outraged by highly paid executives living on the lap of luxury but continue to make self-serving decisions while ignoring the plight of others (The Economist, 2009). One commonly proffered explanation is that these executives lack a moral compass, leading them to care only about themselves to the extent of hurting others. Our findings offer another perspective – the fact that these executives are surrounded by luxury did not help their decision making to be more others-oriented. Yet their seemingly “immoral” decisions stem not so much from real tendency to hurt others but more from over self indulgence. Perhaps limiting corporate excesses and luxuries might indeed be a step toward getting executives to behave more responsibly.
While our findings established the mere exposure effects of luxury goods, future research should examine the mechanisms through which luxury goods activate self-interests. We posit that several potential mechanisms may be involved in the process. Exposure to luxury goods may activate a social norm that it is appropriate to pursue interests beyond a basic comfort level, even at the expense of others. It may be this activated social norm that affects people’s judgment and decision making. Alternatively, exposure to luxury may directly increase people’s personal desire, causing them to focus on their own benefits such as prioritizing profits over social responsibilities. Although these two mechanisms lead to the same observed results, they have distinct social implications. Future research should also tease apart the nuances in the psychological effects of money prime (self-sufficiency and independence) and luxury prime (self-interest and desires). Self-sufficiency invoked by money prime is likely to reduce
The article was found here .
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