Luxury Consumption: Literature Review

Abstract

According to the traditional view on the consumer behavior, consumers act rationally choosing the goods that provide the greatest value with the least cost during the buying process. However, the studies on this subject suggest that consumers do not always act rationally and they may sometimes get fully emotional focusing on the feelings like pleasure, happiness, etc., they get through the buying behavior (Altunışık 2007: 111-131). People consume to obtain nice, quality, interesting and luxury goods, and they acquire some rational and hedonic values because of the consumption activity.