This research addresses the issue of luxury consumption among seniors by examining the impact of advanced age on the emotions and psychological antecedents involved in the consumption of luxury products. Furthermore, it aims to highlight the differences among various segments of senior consumers in this context. As the first study to focus specifically on these aspects for senior consumers, a qualitative, exploratory approach was deemed necessary. To this end, 30 individual interviews were conducted with luxury consumers aged 50 and over. The results underscore the importance of considering 1) the role of both positive and negative emotions in luxury consumption, as well as 2) the presence of emotional ambivalence related to advanced age among the participants. Moreover, senior luxury consumers referred to psychological antecedents associated with 3) brand consciousness, 4) materialism, and 5) self-esteem. Despite extensive research on luxury consumers, most studies have focused on a younger demographic. However, both academics and practitioners have recognized the unique characteristics of senior consumers and their significant potential in the luxury sector. Understanding the nuances of aging and its impact on luxury consumption is essential to effectively addressing this market. This knowledge helps develop better managerial insights and product offerings that strengthen the connection between senior consumers and luxury brands.
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