Abstract

This study investigates the relation between age and perceptions of luxury. We explore the respondents’ sensitivity to ‘new luxury’ and ‘old luxury.' We empirically investigate these relationships using data from a Brazilian sample. Our total sample consists of 671 respondents mostly between 12 and 24 years of age. The findings reflect the conventional wisdom that the older the person the closer their perceptions are to ‘old luxury,’ and that younger people’s perceptions more closely align with ‘new luxury.' Furthermore, when examined in the context of gender, these differences in perceptions are only significant for females