Thinking luxury: a cultural linguistic study of first-time luxury buyers

Abstract

This research explores the linguistic, emotional, and psychological aspects of luxury consumption among new and prospective luxury consumers in India. Through the use of in-depth interviews supplemented with netnographic data on sites such as Reddit, Instagram, and YouTube, the research explores how consumers describe their motivations, internal tensions, and identity performances for the first time when interacting with luxury brands. On the basis of thematic analysis drawing on consumer behavior theories such as self-concept, motivation, social comparison, and cognitive dissonance, six themes emerge: aspirational identity, affective self gifting, rationalization of purchases, social validation, experiential belonging, and value-driven decision making. Research evidence indicates the luxury consumption of first-time buyers is more than mere transactional exchange, entailing profound symbolism, emotional complexity, and cultural considerations. Indian consumers articulate their aspirations for luxury through both reflective self-reflection and carefully staged online simulations, mixing Western consumerist discourses with age-old values of modesty, practicality, and family honor. Emotional ambivalence, particularly pride and guilt, often accompanies these purchases, bearing witness to the psychological bargaining of comprehending luxury's social value. The research advances theoretical models in cultural linguistics, consumer psychology, and luxury branding by revealing the complex manner in which consumers define luxury through language, culture, and narratives. It offers concrete advice to marketers who wish to build trust, emotional connection, and cultural alignment with new consumers in the luxury industry. Overall, the research suggests that luxury brands should develop identity-conscious, digitally true, and culturally sensitive engagement strategies suitable for aspirational markets.