Uncertainty and affluent teenagers’ luxury buying-decision: The role of avoidance-related indecisiveness |
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Institution: | 1. University of Queensland Business School, University of Queensland, Brisbane, QLD, Australia;2. Adelaide Business School, The University of Adelaide, Adelaide, SA, Australia |
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Abstract: | Global teen population constitutes a sizable market in the luxury brands industry. However, little is known about the mechanism through which teens form an attitude towards luxury brands, particularly in the context of emerging economies. Drawing insights from self-concept theory, self-discrepancy theory, and social consumption motivation, our study proposes a theoretical framework to explain how teenagers' self-related perception influence social consumption motives through avoidance-related indecisiveness, thereby determining teenagers' attitude towards luxury brands. Using a sample of 610 affluent private school students across five major cities of India, we empirically validate our theoretical framework through structural equation modelling. Our study contributes to the existing literature by demonstrating the impact of teenagers’ self-perception on the display of avoidance-related indecisiveness and resisting social consumption motives of luxury brand purchases. |
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Keywords: | Self-concept clarity Uncertainty Self-esteem Social consumption motives Attitude Luxury brands Indian teenagers |
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