Author(s) :   Heena Alwani¹, Dr. Ramulu Bhukya²

Abstract : Masstige or “mass prestige’ consumption is a contemporary phenomenon related to the consumption of affordable luxury products available to the masses. The masstige literature has focused on various antecedents and consequences, consumer perceptions and psychology to examine the factors that drive masstige consumption. Yet, the gap exists in understanding masstige consumption from the lens of positive psychology. The PERMA (positive emotions, engagement, relationship, meaning, and accomplishment) paradigm of positive psychology and well-being is used in this study to conceptualise masstige consumption psychology. The study presents its conceptual framework using conceptual development, the first stage of the general method of theory building. The findings of the study present that masstige brands can utilise the positive psychology aspects in their production, pricing, and promotion strategies to influence consumer emotions, resulting in positive masstige consumption behaviour. The study offers a novel viewpoint on the exploration of positive psychology in masstige consumption.

Keywords: Masstige consumption, positive emotions, engagement, relationship, meaning and accomplishment.

DOI : 10.61161/ijarcsms.v13i3.4



Pages : 41-49

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