Research Seminar Marketing - "Sleeping Beauties: The Limited Consumer Appropriation of their Inherited Luxury Products " - Bruno Kocher, Université de Neuchâtel

In the new era of the circular economy, consumers are encouraged to make the most of their possessions. In the luxury industry, part of what makes goods so valuable is that they are deemed long-lasting and can be passed on from one generation to the next. However, whether and how consumers approach and possibly use inherited luxury legacies remains mostly unknown. In the present research, we study the low appropriation of inherited luxury goods (in comparison with similar purchases or gifts). We highlight several factors that could explain this effect and examine how to foster consumer appropriation of inherited luxury possessions.