Self-referencing narratives to predict consumers\textquotesingle preferences in the luxury industry: A longitudinal study

Caroline Ardelet (), Barbara Slavich and Gwarlann de Kerviler ()
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Caroline Ardelet: CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre
Barbara Slavich: LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique
Gwarlann de Kerviler: LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique, IÉSEG School Of Management [Puteaux]

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Abstract: Accurate predictions of consumers' spontaneous in-store preferences for new products remain limited, especially for luxury products, for which purchase choices involve subjective and symbolic elements. This paper shows that narratives that are spontaneously associated to products in the store are good predictors of consumers' actual both in-store and after-usage preferences. A longitudinal study of the haut de gamme perfume industry demonstrates that consumers who spontaneously narrate personal stories when testing products in the store are more likely to prefer products in the store and after usage at home. In addition, the present research shows that this effect is stronger for perfume brands that convey a strong heritage. This paper demonstrates that marketers should analyze consumers' narratives at points of purchase to anticipate their long-term behaviors towards luxury products.

Keywords: Narratives; Self-referencing; Longitudinal study; In-store choice; Luxury industry; Brand heritage (search for similar items in EconPapers)
Date: 2015-09
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Citations: View citations in EconPapers (8)

Published in Journal of Business Research, 2015, 68 (9), pp.2037--2044. ⟨10.1016/j.jbusres.2015.02.017⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01563027

DOI: 10.1016/j.jbusres.2015.02.017

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