IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v144y2022icp193-200.html
   My bibliography  Save this article

“I must have done something good”: Justifying luxury consumption with karmic beliefs

Author

Listed:
  • Mo, Tingting
  • Cho, Yoon-Na
  • Wong, Nancy

Abstract

Existing research has shown that a belief in karma may negatively affect luxury consumption because people may avoid “sinful” consumption of expensive products as a result of karmic investment. In this research, we examine the role of karmic beliefs on luxury consumption that individuals may contend is a form of justification. We show that karmic beliefs lead to higher purchase intention of luxury goods by consumers (Study 1), and this effect is mediated by belief in a just world (BJW) (Study 2). We also demonstrate an important boundary condition of promotion focus between karmic beliefs and BJW (Study 3). Our research provides an alternative perspective to investigate the impact of karmic beliefs and the justification mechanism in luxury consumption.

Suggested Citation

  • Mo, Tingting & Cho, Yoon-Na & Wong, Nancy, 2022. "“I must have done something good”: Justifying luxury consumption with karmic beliefs," Journal of Business Research, Elsevier, vol. 144(C), pages 193-200.
    • Handle: RePEc:eee:jbrese:v:144:y:2022:i:c:p:193-200
    DOI: 10.1016/j.jbusres.2022.01.074
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296322000868
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2022.01.074?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Yoon‐Na Cho & Robin L. Soster & Scot Burton, 2018. "Enhancing Environmentally Conscious Consumption through Standardized Sustainability Information," Journal of Consumer Affairs, Wiley Blackwell, vol. 52(2), pages 393-414, July.
    2. Praveen K. Kopalle & Donald R. Lehmann & John U. Farley, 2010. "Consumer Expectations and Culture: The Effect of Belief in Karma in India," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(2), pages 251-263, August.
    3. Choi, Tae Rang & Choi, Jung Hwa & Sung, Yongjun, 2019. "I hope to protect myself from the threat: The impact of self-threat on prevention-versus promotion-focused hope," Journal of Business Research, Elsevier, vol. 99(C), pages 481-489.
    4. Zou, Lili Wenli & Chan, Ricky Y.K., 2019. "Why and when do consumers perform green behaviors? An examination of regulatory focus and ethical ideology," Journal of Business Research, Elsevier, vol. 94(C), pages 113-127.
    5. Ana Valenzuela & Barbara Mellers & Judi Strebel, 2010. "Pleasurable Surprises: A Cross-Cultural Study of Consumer Responses to Unexpected Incentives," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(5), pages 792-805, February.
    6. Dafna Goor & Nailya Ordabayeva & Anat Keinan & Sandrine Crener & Eileen Fischer & Linda L. Price & Pankaj Aggarwal, 2020. "The Impostor Syndrome from Luxury Consumption [Beyond Deserving More: Psychological Entitlement Also Predicts Negative Attitudes toward Personally Relevant Out-Groups]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(6), pages 1031-1051.
    7. Wang, Li & Jin, Manhui & Yang, Zhiyong, 2020. "Regulatory focus and consumption of counterfeit luxury goods: Roles of functional theories of attitudes and perceived similarity," Journal of Business Research, Elsevier, vol. 107(C), pages 50-61.
    8. Carlos J. Torelli & Alokparna Basu Monga & Andrew M. Kaikati, 2012. "Doing Poorly by Doing Good: Corporate Social Responsibility and Brand Concepts," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(5), pages 948-963.
    9. Xavier Drèze & Joseph C. Nunes, 2009. "Feeling Superior: The Impact of Loyalty Program Structure on Consumers' Perceptions of Status," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(6), pages 890-905, April.
    10. Bernard Dubois & Sandor Czellar & Gilles Laurent, 2005. "Consumer Segments Based on Attitudes Toward Luxury: Empirical Evidence from Twenty Countries," Marketing Letters, Springer, vol. 16(2), pages 115-128, April.
    11. Stathopoulou, Anastasia & Balabanis, George, 2019. "The effect of cultural value orientation on consumers' perceptions of luxury value and proclivity for luxury consumption," Journal of Business Research, Elsevier, vol. 102(C), pages 298-312.
    12. Sandor Czellar & Gilles Laurent & Bernard Dubois, 2005. "Consumer Segments Based on Attitudes Toward Luxury: Empirical Evidence from Twenty Countries," Post-Print hal-00458399, HAL.
    13. Katina Kulow & Thomas Kramer, 2016. "In Pursuit of Good Karma: When Charitable Appeals to Do Right Go Wrong," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(2), pages 334-353.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Duong, Cong Doanh, 2023. "“What goes around comes around†: Activating sustainable consumption with curvilinear effects of karma determinants," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Joëlle Vanhamme & Adam Lindgreen & Gülen Sarial-Abi, 2023. "Luxury Ethical Consumers: Who Are They?," Journal of Business Ethics, Springer, vol. 183(3), pages 805-838, March.
    2. Ho, Foo Nin & Wong, Jared & Brodowsky, Glen, 2023. "Does masstige offer the prestige of luxury without the social costs? Status and warmth perceptions from masstige and luxury signals," Journal of Business Research, Elsevier, vol. 155(PA).
    3. Pillai, Kishore Gopalakrishna & Nair, Smitha R., 2021. "The effect of social comparison orientation on luxury purchase intentions," Journal of Business Research, Elsevier, vol. 134(C), pages 89-100.
    4. Rumen Pozharliev & Willem Verbeke & Matteo Angelis & Ruud Den Bos & Paolo Peverini, 2021. "Consumer self-reported and testosterone responses to advertising of luxury goods in social context," Italian Journal of Marketing, Springer, vol. 2021(1), pages 103-127, June.
    5. Olga Nechaeva & Valentina Mazzoli & Raffaele Donvito, 2023. "Brand engagement into self-concept and culture: a literature review for a future research agenda," Journal of Brand Management, Palgrave Macmillan, vol. 30(5), pages 414-431, September.
    6. Arno Böhnert & Florian Blaschke & Marcel Biewendt, 2023. "Impact of Sustainability on the Strategic Direction of Luxury Companies," European Journal of Marketing and Economics Articles, Revistia Research and Publishing, vol. 6, ejme_v6_i.
    7. Lionel Fontagné & Sophie Hatte, 2013. "European High-End Products in International Competition," PSE - G-MOND WORKING PAPERS hal-00959394, HAL.
    8. Liselot Hudders & Mario Pandelaere, 2012. "The Silver Lining of Materialism: The Impact of Luxury Consumption on Subjective Well-Being," Journal of Happiness Studies, Springer, vol. 13(3), pages 411-437, June.
    9. Roux, Elyette & Tafani, Eric & Vigneron, Franck, 2017. "Values associated with luxury brand consumption and the role of gender," Journal of Business Research, Elsevier, vol. 71(C), pages 102-113.
    10. Shahid, Shadma & Adil, Mohd & Sadiq, Mohd & Dash, Ganesh, 2024. "Why do consumers consume masstige products? A cross-cultural investigation through the lens of self-determination theory," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    11. Attila Havas & Doris Schartinger & K. Matthias Weber, 2022. "Innovation Studies, Social Innovation, and Sustainability Transitions Research: From mutual ignorance towards an integrative perspective?," CERS-IE WORKING PAPERS 2227, Institute of Economics, Centre for Economic and Regional Studies.
    12. Quach, Sara & Septianto, Felix & Thaichon, Park & Mao, Wen, 2022. "Art infusion and functional theories of attitudes toward luxury brands: The mediating role of feelings of self-inauthenticity," Journal of Business Research, Elsevier, vol. 150(C), pages 538-552.
    13. Klaus Heine & Glyn Atwal & Sandrine Crener-Ricard & Michel Phan, 2018. "Personality-driven luxury brand management," Journal of Brand Management, Palgrave Macmillan, vol. 25(5), pages 474-487, September.
    14. Kapferer, Jean-Noël & Valette-Florence, Pierre, 2018. "The impact of brand penetration and awareness on luxury brand desirability:," Journal of Business Research, Elsevier, vol. 83(C), pages 38-50.
    15. Stokburger-Sauer, Nicola E. & Teichmann, Karin, 2013. "Is luxury just a female thing? The role of gender in luxury brand consumption," Journal of Business Research, Elsevier, vol. 66(7), pages 889-896.
    16. Loureiro, Sandra Maria Correia & Araújo, Cristiano Mineiro Branco de, 2014. "Luxury values and experience as drivers for consumers to recommend and pay more," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 394-400.
    17. Rahman, Muhammad Sabbir & Bag, Surajit & Hossain, Md Afnan & Abdel Fattah, Fadi Abdel Muniem & Gani, Mohammad Osman & Rana, Nripendra P., 2023. "The new wave of AI-powered luxury brands online shopping experience: The role of digital multisensory cues and customers’ engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    18. Kapferer, Jean-Noël & Laurent, Gilles, 2016. "Where do consumers think luxury begins? A study of perceived minimum price for 21 luxury goods in 7 countries," Journal of Business Research, Elsevier, vol. 69(1), pages 332-340.
    19. Farzana Zainurin & Lindsay Neill & Heike Schänzel, 2022. "Considerations of luxury wine tourism experiences in the new world: three Waiheke Island vintners," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 21(3), pages 344-353, June.
    20. Hartmann, Laura & Spiller, Achim, 2015. "Luxusaffinität deutscher Reitsportler - Implikationen für das Marketing im Reitsportsegment," Department of Agricultural and Rural Development (DARE) Discussion Papers 260785, Georg-August-Universitaet Goettingen, Department of Agricultural Economics and Rural Development (DARE).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:144:y:2022:i:c:p:193-200. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.