Expressing passion for luxury enhances perceived authenticity

Consumers are often viewed unfavorably when using luxury products. They seen as seeking status and managing impressions, therefore judged inauthentic. How can consumers alleviate these negative social consequences? Our pilot studies suggest that although many passionate about products brands, they avoid sharing this passion with others because fear being negatively. However, we propose publicly expressing one's for mitigate the costs of consumption. Six experiments (including three supplemental experiments) show causes to perceive more authentic, consequently increasing perceptions their warmth trustworthiness, leading demonstrate greater interest in knowing them. Expressing enhances perceived authenticity by prompting observers attribute consumption intrinsic motivation (e.g., consuming inherent enjoyment pleasure) rather than extrinsic enhancement). The effects expression attenuated non-luxury is generally unlikely elicit inferences motives.