Luxury marketing: The influences of psychological and demographic characteristics on attitudes toward luxury restaurants

This study examined the influences of psychological characteristics (materialism, uniqueness, hedonism, and perfectionism), and demographic characteristics (gender, age, and income) on attitudes toward luxury restaurants. The results showed that consumers who desire materialism and hedonism had favorable attitudes toward luxury restaurants, whereas consumers who desire uniqueness had unfavorable attitudes toward luxury restaurants. Low income populations exhibited more unfavorable attitudes toward luxury restaurants than did middle and high income populations. Consumers who desire uniqueness weakly associate luxury restaurants with overall good service quality, whereas consumers who desire hedonism strongly associate luxury restaurants with overall good service quality.

Research highlights▶ Consumers’ desire for materialism influences their attitudes toward luxury restaurants. ▶ Consumers’ desire for uniqueness influences their attitudes toward luxury restaurants. ▶ Consumers’ desire for hedonism influences their attitudes toward luxury restaurants and their attitudes toward service quality at luxury restaurants. ▶ Income influences consumers’ attitudes toward luxury restaurants.