Conceptualising “Willingness to Sacrifice” for Luxury Brand Acquisition

Abstract

This thesis investigates "Consumers Willingness to Sacrifice", or what motivates people to give up time, money and comfort to be able to obtain a limited edition luxury product that they perceive to be valuable to them. Time, money and comfort sacrifice have never been looked at together before, making this research the first to capture all three kinds of sacrifice all at once, and builds a behavioural framework to model how this behaviour is formed.