Why the masses purchase prestige products? A meta-analysis

Irrespective of exponential rise in mass-prestige based consumption, the findings reported by studies regarding motives and options shaping masstige purchase are inconsistent. This meta-analysis resolves these inconsistent findings by synthesising masstige consumption literature based on an integrated framework developed with the underpinnings of stimulus-organism-response model and shopping preference theory. Four shopping motives (functional value, monetary incentives, desire and emotions) and two shopping options (store environment and offline shopping) prominently drive attitude and buying intention around masstige brands. The variation in the findings reported in masstige consumption literature can be attributed to contextual (cultural perspectives, consumer need, macro-economic conditions and consumers’ geographical locations) and methodological (research methods, sample type and gender dominance) factors. Our study, being the pioneer meta-analytic study on masstige consumption, distinguishes masstige consumption from luxury consumption concluding that functional values and monitory incentives; but not brand prestige and uniqueness, are the prime motives for masstige consumption. Following these intriguing findings, we offer several insightful implications for marketers of masstige brands.