Self-referencing narratives to predict consumers\textquotesingle preferences in the luxury industry: A longitudinal study

Caroline Ardelet 1 Barbara Slavich 2 Gwarlann Kerviler 2, 3
1 CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie
2 LEM - Lille - Economie et Management
3 IÉSEG School Of Management [Puteaux]
Abstract : Accurate predictions of consumers' spontaneous in-store preferences for new products remain limited, especially for luxury products, for which purchase choices involve subjective and symbolic elements. This paper shows that narratives that are spontaneously associated to products in the store are good predictors of consumers' actual both in-store and after-usage preferences. A longitudinal study of the haut de gamme perfume industry demonstrates that consumers who spontaneously narrate personal stories when testing products in the store are more likely to prefer products in the store and after usage at home. In addition, the present research shows that this effect is stronger for perfume brands that convey a strong heritage. This paper demonstrates that marketers should analyze consumers' narratives at points of purchase to anticipate their long-term behaviors towards luxury products.
Keywords : Narratives Self-referencing Longitudinal study In-store choice Luxury industry Brand heritage
Type de document :
Article dans une revue
Journal of Business Research, Elsevier, 2015, 68 (9), pp.2037--2044. 〈10.1016/j.jbusres.2015.02.017〉
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https://hal.archives-ouvertes.fr/hal-01563027
Contributeur : Romain Boisselet <>
Soumis le : lundi 17 juillet 2017 - 11:32:35
Dernière modification le : mercredi 4 juillet 2018 - 23:14:09

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Caroline Ardelet, Barbara Slavich, Gwarlann Kerviler. Self-referencing narratives to predict consumers\textquotesingle preferences in the luxury industry: A longitudinal study. Journal of Business Research, Elsevier, 2015, 68 (9), pp.2037--2044. 〈10.1016/j.jbusres.2015.02.017〉. 〈hal-01563027〉

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