The Dark Side of Luxury: When Negative Emotions Are Felt by Very Wealthy Consumers

Abstract

This chapter explores the previously unstudied negative emotions that very wealthy customers experience when they consume luxury goods and services. An interpretative qualitative study with 29 in-depth interviews conducted in China and Brazil, shows how religion and culture impact emotions felt by very affluent consumers. Primary emotions of anger, fear, and sadness are distinguished from secondary emotions such as guilt and shame. Results show that Chinese consumers, belonging to a collectivist culture, tend to express negative emotions such as shame when buying very expensive luxury goods. They need to “gain face” to increase their prestige in the social group. On the contrary, Brazilians who belong to an individualistic culture, express more guilt and no shame. For them “having a cradle” is a source of pride.