"New research shows that this difference is more than mood or atmosphere. It is a measurable psychological effect that changes how consumers think, feel, and evaluate the brand itself. When people buy secondhand luxury from official retailers, they focus on abstract, identity-driven aspects of ownership. When they buy from unofficial outlets, their minds shift toward concrete details and price. The consequence is that brand image rises in one context and falls in the other."
"The underlying explanation comes from a branch of cognitive psychology known as construal level theory. In simple terms, it describes how people shift between two modes of thinking: high-level construal, which is abstract and focused on "why" something matters, and low-level construal, which is concrete and focused on "how" something works. Luxury thrives on high-level construal. Abstract thinking allows people to see a watch as a symbol of heritage, a bag as"
Where secondhand luxury is sold changes how consumers think and feel about the brand. Official resale settings boost identity and status, encouraging abstract, high-level construal and emphasis on symbolic meaning. Unofficial or pawnshop contexts induce low-level construal, shifting attention to concrete details, functionality, and price, which diminishes brand image. Construal level theory explains the cognitive mechanism: high-level construal focuses on why ownership matters; low-level construal focuses on how it works. Managers can protect brand equity by designing resale environments that promote abstract thinking and align with brand identity.
Read at Psychology Today
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