The product is me: Hyper-personalized consumer goods as unconventional luxury

Mark S. Rosenbaum, Germán Contreras Ramirez, Jeffrey Campbell and Philipp Klaus

Journal of Business Research, 2021, vol. 129, issue C, 446-454

Abstract: This study explores hyper-personalized wellness products (e.g., facial serum, custom-prepared meals, vitamins) as unconventional luxury products. Hyper-personalized consumer goods are those in which a consumer's genetic composition, or DNA, is used in the manufacturing process. Given that hyper-personalized products emphasize high quality and uniqueness and garner premium prices, this study conceptualizes these products as representing contemporary, unconventional luxury. Three studies empirically demonstrate the extent to which consumers allocate price premiums to three different hyper-personalized consumer products in terms of functionally compared with a mass-produced equivalent. The results reveal that consumers believe that hyper-personalized products are worth premium prices, regardless of their desire to own these products. Whether hyper-personalized products are truly more beneficial to consumer well-being than their mass-produced counterparts remains unknown however. The article concludes with theoretical and research implications, as well as research directives.

Keywords: Hyper-personalization; Nutrigenomics; Luxury; Unconventional luxury; Wellness; Consumer goods (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296319303297
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:129:y:2021:i:c:p:446-454

DOI: 10.1016/j.jbusres.2019.05.017

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().