Developing Luxury Jewellery Consumption Scale: Integrating Dual Process Theory and Theory of Consumption

El-Shayeb, Mirna; El-Deeb, Sara

doi:10.2478/bsrj-2023-0018

Abstract

Objectives

Driven by the Dual Process Theory and the Theory of Consumption, the purpose of this paper is to provide a refined scale for luxury consumption motives in addition to categorising the motives into emotional and rational concepts.

Methods/Approach

A non-probability convenience sampling technique was used to collect the data from 350 participants. Exploratory and confirmatory factor analyses were used to refine a luxury consumption motive scale.

Results

The findings showed price, quality, and investment as rational motivators, and conspicuousness, hedonism, self-identify, and uniqueness, as emotional motivators are extracted as dimensions of the luxury consumption scale, specially fitted for jewellery.

Conclusions

The present study makes a significant contribution with regards to creating a unanimous refined scale for luxury consumption motives of jewellery and categorising them into emotional and rational.

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