The Psychology of Luxury Spending
This program explores the psychological drivers behind purchasing luxury goods, even when affordability is a concern. It breaks down the brain's mechanisms, including neurotransmitters, hormones, and cognitive biases, that influence our desire and decisions in the context of luxury consumption.
Program Modules
The Influence vs. Manipulation Dynamic
This module examines how brands and environments are crafted to leverage these psychological triggers, and discusses the ethical considerations of this practice.
The Influence vs. Manipulation Dynamic
DAILYThis module examines how brands and environments are crafted to leverage these psychological triggers, and discusses the ethical considerations of this practice.
“Armed with this information luxury burn control your environment to enhance these positive feelings and to get you to buy even more often.”
Understanding the Urge: The Brain's Luxury Button
This module introduces the core concepts of why we desire and sometimes impulsively buy luxury items, even beyond our means. It sets the stage for understanding the brain's intricate role.
Understanding the Urge: The Brain's Luxury Button
DAILYThis module introduces the core concepts of why we desire and sometimes impulsively buy luxury items, even beyond our means. It sets the stage for understanding the brain's intricate role.
“Why do we buy things we know we can't afford?”
The Brain's Team: Players in the Luxury Game
This module dives into the specific brain components and chemicals that drive our luxury purchasing behavior. We'll explore the roles of the prefrontal cortex, limbic system, neurotransmitters, and hormones.
The Brain's Team: Players in the Luxury Game
DAILYThis module dives into the specific brain components and chemicals that drive our luxury purchasing behavior. We'll explore the roles of the prefrontal cortex, limbic system, neurotransmitters, and hormones.
“If you think of buying a luxury product as a sport and the Brain as the team playing the sport, there's a whole host of players with different purposes on the field.”
What You'll Accomplish
- Identify the key brain regions and chemicals involved in luxury consumption.
- Understand the roles of neurotransmitters like dopamine and serotonin in driving desire.
- Recognize the impact of cognitive biases such as the bandwagon effect on purchasing decisions.
- Analyze how environmental factors and marketing tactics leverage psychological triggers.
- Differentiate between influence and manipulation in the context of luxury branding.
- Develop strategies for making more mindful purchasing decisions.
Full program access + updates