Chapter 1
The signal of status
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Chapter 2
The art of manufactured scarcity
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Chapter 3
How the brain prices luxury
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Chapter 4
Global styles of luxury
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YOUR GOAL
Master of The psychology of luxury
Ch 4 · Global styles of luxury
marcus Psychology of Quiet Luxury
No flashy logos, keep the signaling low, Only true insiders are the ones in the know.
marcus Different cultures prefer either obvious logos or subtle, high-quality items to signal wealth.
marcus In Chinese culture, jade has historically been valued far above gold for its moral virtues.
BETA
marcus Match global designs to their countries to discover how different cultures define luxury.
Fun Fact
Ancient snail dye: Ancient Tyrian purple dye was so expensive because it took 10,000 sea snails to dye one cloak.
Glossary
conspicuous consumption (noun)
The practice of purchasing and displaying expensive goods to publicly demonstrate wealth and social status. Affluent buyers in Shanghai increasingly drive this trend by purchasing heavily branded Western goods to signal prestige.
The practice of purchasing and displaying expensive goods to publicly demonstrate wealth and social status. Affluent buyers in Shanghai increasingly drive this trend by purchasing heavily branded Western goods to signal prestige.
Quiz
What is the term for luxury that uses no visible logos but relies on ultra-high-quality materials?