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Het voorliggende onderzoek gaat de invloed na van machtshonger op belangrijke constructen in het consumptiegedrag van individuen. Daarenboven worden de verschillende relaties nagegaan tijdens een machtsevolutie. Respondenten werden in staat gesteld macht op of af te bouwen. Gebaseerd op de geldende relaties werd verondersteld dat machtshonger een significante relatie vertoont met een machtsevolutie, machtshonger als mediator optreedt in de relatie tussen macht en conspicuous consumption, machtshonger en het nemen van risico's een negatieve relatie hebben, respondenten tijdens een positieve machtsevolutie de voorkeur geven voor utilitaire consumptie en dat toenemende machtshonger aanzet tot een voorkeur voor hedonische consumptie. Met behulp van een online vragenlijst en een machtsmanipulator werden verschillende machtsevoluties gesimuleerd en geregistreerd. Bovendien konden ook evoluties in de variabelen zelf worden vastgesteld. Er werd echter aangetoond dat machtshonger geen relatie vertoont met de gesimuleerde machtsevolutie alsook niet met het nemen van risico's. Bovendien treedt machtshonger niet op als mediator tussen macht en conspicuous consumption, beiden vormen een apart gevolg van een lage machtstoestand. 'Simple Slope'-analyses maakten duidelijk dat er een negatief verband bestaat tussen machtsevoluties en hedonische consumptie wanneer de respondenten aan het verliezen waren. Winnende respondenten toonden een verwaarloosbare negatieve relatie tussen machtsevolutie en de voorkeur voor hedonische consumptie. De bevindingen uit het voorliggende onderzoek hebben een groot toepassingsgebied in het dagdagelijkse leven. Ze helpen onderzoekers het consumptiegedrag van individuen beter te begrijpen, maar stellen ook markteers in staat beter in te spelen op de consumenten indien zij een gewenst gedrag willen uitlokken.

Conspicuous consumption. --- Hedonische consumptie. --- Macht. --- Machtsevolutie. --- Machtshonger. --- Nemen van risico's. --- S180-economie. --- S213-sociale-structuren. --- Status. --- T370-petrochemie. --- Utilitaire conumptie.

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Around the world, people are facing many changes which are impacting consumer behaviour. Over time, new ways of consuming have been developed to respond to today's global issues.
One of the most convincing challenges is to reverse climate change. To this end, new solutions are emerging, such as the sharing economy model. This study analysed the extent to which the sharing economy model can impact the marketing of luxury goods and services. We focused specifically on the luxury fashion rental market because the fashion industry is one of the most polluting sectors in the world.
In our analysis, we noticed a dissonance between the sharing economy model and the luxury market. The sharing economy model allows access to goods and services, while luxury promises prestige and exclusivity. In other words, these are two opposing worlds that could become complementary to meet a new demand. The aim was to highlight the consumer's perception and attitude through this integration. We established four initial research questions concerning the influence on the attitude and perception of the consumer towards luxury brands, the impact on the perception of exclusivity as well as the interest of this type of service among the new generations.
Our investigation of the phenomenon was twofold. First, we conducted a literature review to ascertain key concepts. Then, we performed an exploratory qualitative study involving 20 respondents aged between 24 and 32 years who possessed different socio-demographic profiles. Our research was based more heavily on psychological aspects which have not been thoroughly investigated: the perception of and the attitude of the consumer towards a luxury fashion rental service.
We were able to identify the main motivation as the sustainable aspect. The consumer is inclined to participate in the rental of luxury items to exhibit ethical behaviour. Another identified motivation is the economic aspect with a reduction in costs affords other consumer profiles access to these luxury items. The social aspect was additionally highlighted, as the sharing economy allows for interaction and a certain proximity between consumers. Accessibility was another essential concept. It encompasses several benefits for the consumer as well as hedonism, which guides consumer behaviour in an emotional rather than rational way. Experience is central to both the sharing economy and luxury.
In addition, a barrier was identified that marked the dichotomy of this research: exclusivity. Exclusivity is fundamental to the perceptions of and attitudes towards luxury brands. Providing access to luxury goods and services can be perceived as positive for certain criteria but can also negatively impact luxury marketing. This is because the sense of group membership, conspicuous consumption, prestige and perceived desire in luxury fashion consumption gradually diminishes.
In conclusion, this research highlighted the perceived benefits and risks to the sharing economy and luxury. In so doing, its enhanced understanding of the positive and negative impact of consumer perceptions on attitudes on luxury marketing and towards the luxury fashion rental market.

the sharing economy model, access over ownership, sustainability, fashion rental, luxury marketing, luxury fashion, conspicuous consumption, exclusivity, luxury fashion rental market, perception, attitude --- Sciences économiques & de gestion > Marketing

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Publisher Description (unedited publisher data) Counter Fired by Stanford and the University of Chicago but recommended by his peers to the presidency of the American Economic Association, Thorstein Veblen remains a baffling figure in American intellectual history. In part because he was an eccentric who shunned publicity, he has also been one of our most neglected. Veblen is known to the general public only as coiner of the term "conspicuous consumption," and to scholars primarily as one of many social critics of the reform-minded Progressive Era. This important critical biography--originally published as The Bard of Savagery and now appearing in paperback for the first time--attempts both to unravel the riddles that surround his reputation and to assess his varied and important contributions to modern social theory.

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