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Developing Luxury Jewellery Consumption Scale: Integrating Dual Process Theory and Theory of Consumption

Author

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  • El-Shayeb Mirna

    (German University in Cairo, Egypt)

  • El-Deeb Sara

    (German University in Cairo, Egypt)

Abstract

Objectives Driven by the Dual Process Theory and the Theory of Consumption, the purpose of this paper is to provide a refined scale for luxury consumption motives in addition to categorising the motives into emotional and rational concepts. Methods/Approach A non-probability convenience sampling technique was used to collect the data from 350 participants. Exploratory and confirmatory factor analyses were used to refine a luxury consumption motive scale. Results The findings showed price, quality, and investment as rational motivators, and conspicuousness, hedonism, self-identify, and uniqueness, as emotional motivators are extracted as dimensions of the luxury consumption scale, specially fitted for jewellery. Conclusions The present study makes a significant contribution with regards to creating a unanimous refined scale for luxury consumption motives of jewellery and categorising them into emotional and rational.

Suggested Citation

  • El-Shayeb Mirna & El-Deeb Sara, 2023. "Developing Luxury Jewellery Consumption Scale: Integrating Dual Process Theory and Theory of Consumption," Business Systems Research, Sciendo, vol. 14(2), pages 173-189, December.
    • Handle: RePEc:bit:bsrysr:v:14:y:2023:i:2:p:173-189:n:10
    DOI: 10.2478/bsrj-2023-0018
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    More about this item

    Keywords

    scale refinement; jewellery; luxury consumption; luxury motives; emotional; rational;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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