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Integrating Smart Objects and Artificial Intelligence in Real Estate: Luxury Real Estate Communication Focus (Prestigiousness vs. “smartness”), and the Role of Consumers’ Conspicuous Consumption Orientation

In: New Technologies in Luxury Consumption

Author

Listed:
  • Andrea Sestino

    (University of Rome Tre
    LUISS Guido Carli University)

  • Cesare Amatulli

    (University of Bari “Aldo Moro”)

Abstract

Coherently with the boom of luxury real estate, marketing has become increasingly important as a relevant business strategy both in supporting architects and marketers in projecting luxury houses and in promoting them in a surprisingly highly competitive market. This chapter investigates the effects of luxury real estate communication focus (prestigiousness vs. smartness) on consumers’ willingness to buy. An experiment was conducted with a sample of 117 international respondents. Coherently with our hypothesis, results show that the luxury real estate communication focus (prestigiousness vs. smartness) positively influences consumers’ willingness to buy, and that this effect is moderated by one of the most important luxury consumers-related variable, that is conspicuous consumption orientation.

Suggested Citation

  • Andrea Sestino & Cesare Amatulli, 2023. "Integrating Smart Objects and Artificial Intelligence in Real Estate: Luxury Real Estate Communication Focus (Prestigiousness vs. “smartness”), and the Role of Consumers’ Conspicuous Consumption Orien," Springer Books, in: New Technologies in Luxury Consumption, chapter 0, pages 79-90, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-26082-7_5
    DOI: 10.1007/978-3-031-26082-7_5
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