Expressing passion for luxury enhances perceived authenticity
研究发现，公开表达对奢侈品的热情能让他人认为消费者更真实，从而提升对其温暖和可信赖度的感知，并增加他人了解他们的兴趣。
Abstract Consumers are often viewed unfavorably when using luxury products. They are seen as seeking status and managing impressions, and therefore judged as inauthentic. How can luxury consumers alleviate these negative social consequences? Our pilot studies suggest that although many consumers are passionate about luxury products and brands, they avoid sharing this passion with others because they fear being judged negatively. However, we propose that publicly expressing one's passion for luxury can mitigate the social costs of luxury consumption. Six experiments (including three supplemental experiments) show that expressing passion for luxury causes others to perceive luxury consumers as more authentic, consequently increasing perceptions of their warmth and trustworthiness, and leading others to demonstrate greater interest in knowing more about them. Expressing passion for luxury enhances perceived authenticity by prompting observers to attribute the luxury consumption more to intrinsic motivation (e.g., consuming luxury for inherent enjoyment and pleasure) rather than extrinsic motivation (e.g., status enhancement). The effects of passion expression are attenuated for non‐luxury consumption because non‐luxury consumption is generally unlikely to elicit inferences about extrinsic motives.