Binomial Structure in Luxury: Analyzing Overseas Trip Experiences of Japanese Well-to-dos (14:19)

Kimura Junko, Hosei University, Japan
Tanaka Hiroshi, Kato University, Japan
What is luxury? What does luxury mean to consumers? In this video, we turn from luxurious tangible objects to luxurious experiences. Using photo-confrontation narrative method, we find that luxurious experiences of overseas trip associate with binomial concepts: two competing and contrastive concepts appeared simultaneously in their luxurious experiences. Four concepts are (1) Extra-ordinariness versus Ordinariness, (2) Expectedness versus Unexpectedness, (3) Separateness versus Connectednes


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