How invisible versus visible luxury characteristics shape length of product use
研究发现，奢侈品品牌强调隐形特征（如工艺）而非显性特征（如标志）能延长消费者使用时长，因为隐形特征提升产品真实感，但对炫耀性消费倾向高的消费者效果减弱。
This paper proposes that luxury brands can highlight certain product characteristics to encourage consumers to use those products for longer, which can significantly contribute to sustainability and brand equity. Across four experiments and a field study applying automated text analysis to millions of social media user responses to luxury brands’ posts, this paper demonstrates that the length of product use is higher when brands highlight invisible (vs. visible) luxury product characteristics; this effect stems from the perceived authenticity of the luxury products. Furthermore, the positive effect of invisible (vs. visible) luxury characteristics on product perceived authenticity is attenuated for consumers with higher conspicuous consumption orientation. The authors discuss the theoretical and managerial implications of these findings before highlighting the limitations and avenues for future studies.