Developing Luxury Jewellery Consumption Scale: Integrating Dual Process Theory and Theory of Consumption
Published Online: Apr 25, 2024
Page range: 173 - 189
Received: Sep 06, 2023
Accepted: Nov 19, 2023
DOI: https://doi.org/10.2478/bsrj-2023-0018
Keywords
© 2023 Mirna El-Shayeb et al., published by Sciendo
This work is licensed under the Creative Commons Attribution 4.0 International License.
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.