Consumer emotions research in luxury contexts in emerging economies

Abstract

The main objective of this chapter is to focus on the emotional experience in luxury contexts in emerging economies. Consumer research literature currently lacks studies of consumer emotions in emerging economies, except for some relevant studies of emerging consumption in China. This chapter reports a systematic literature review of luxury and consumer emotions aiming at mapping the main trends of research on this topic. The results show that the predominant type of methodology in these studies is mainly quantitative versus qualitative and mixed. The studies consider various antecedents of emotions, environmental stimuli, such as familiarity with the brand, the physical aspect of the product, among others, and non-environmental stimuli such as quality of service, product quality, among others. The contexts of studies of consumer emotions are presented. Finally, the authors also identify the studies undertaken in emerging economies.