Saeedeh Rezaee Vessal

Composition of the Jury

Abstract

This study examines how thinking styles influence consumer preferences for luxury goods. In a series of experiments, we show that when consumers are more likely to think intuitively, they rely more heavily on luxury cues in their decision-making process. To demonstrate the effect of this cue as a heuristic indicator, we manipulated consumers’ thinking styles. When thinking intuitively, individuals tend to rely more significantly on luxury cues as a heuristic in their decision-making.