Dr. Aniruddha Pangarkar’s paper published in prestigious “A” ranked journal
Associate Professor of Marketing, Dr. Aniruddha Pangarkar, has recently published a paper titled “What, no logos? Why some minimalists prefer quiet luxury” in Psychology & Marketing, which is a top-ranked prestigious journal in Marketing. The journal has an “A” level ranking with a high impact factor of 8.9.
This research empirically examines the relationship between inconspicuous minimalism and luxury consumption. In four experimental studies, it is found that contrary to popular belief, certain minimalists are in fact likely to purchase luxury goods. Moreover, inconspicuous minimalists prefer “quiet” versions of luxury brands that are more discreet (no logos), and that these luxury purchases are motivated by a desire for social connectedness to knowledgeable “elites” who share similar cultural capital and values. These findings suggest that inconspicuous minimalists are motivated by social factors, but not by traditional Veblen style conspicuous consumption motives in which the buyer has a desire to impress the masses.
The paper addresses an important gap in the literature, thus providing luxury firms with strategies in meeting the needs of inconspicuous minimalist consumers. The paper explores a germane topic which offers pragmatic implications to both researchers and practitioners interested in contributing to a better understanding of minimalism and luxury consumption.
This paper extends the earlier pathbreaking work that Dr. Pangarkar has researched on minimalistic consumption, which is published in the prestigious Journal of Business Research, (“A” ranked journal), and which has already received 112 citations in less than 3 years.
The paper is open access and can be accessed at the following link
