An exploration of children’s understanding of luxury: a visual approach

Sekhon Dhillon, Yasmin Rapindar and Roberts, Joanne (2020) An exploration of children’s understanding of luxury: a visual approach. Luxury: History, Culture, Consumption, 6 (1), 39-62. (doi:10.1080/20511817.2019.1752532).

Record type: Article

Abstract

In this article we investigate children’s perception and visual understanding of luxury and luxury brands. We explore what luxury means to children and whether their understanding of luxury is based on their own individual views or on those projected by luxury brands. Children’s appreciation of luxury, ranging from its personal meaning to its design and aesthetic value and to the importance of the brand, is investigated. While a plethora of studies have examined luxury, luxury consumption and the meaning of luxury, scant work focuses on luxury from the perspective of the younger consumer, and specifically those between 11-16 years old. This article is the first to use visual collages to gain an understanding of children’s perception of luxury and luxury brands. The findings provide important insights into how children’s understanding and perception of luxury and luxury brands vary by gender and age. Hence, the article is of value to scholars and practitioners seeking to gain an appreciation of children’s understanding of luxury and luxury brands.

Text

Sekhon and Roberts March 31 2020-1 - Accepted Manuscript

Restricted to Repository staff only until 13 November 2021.

Available under License University of Southampton Accepted Manuscript Licence.

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