Professor Qing Wang

Date: 20 January 2016
Time: 4 – 5:30pm
Room: 3.7
Topic: Luxuriousness: Triggers, Emotional Contents and Functions
Speaker: Professor Qing Wang, Professor of Marketing and Innovation, Warwick Business School, University of Warwick

Professor Qing WangSpeaker biography

Professor Qing Wang is the founding director of the MICEE network (Marketing, Innovation and the Chinese and Emerging Economies) at Warwick Business School, University of Warwick. She held visiting professor positions at several universities.

Professor Wang obtained BSc degree in Engineering in Xian University of Technology in 1982 and PhD in Marketing in Warwick University in 1993. She obtained the following awards: Higher doctorate - Doctor of Science in 2013 by Warwick University; 2009 Robert D. Buzzell Best Paper Award from the Marketing Science Institute, 2015 Best Qualitative Paper Award from the Journal of Qualitative Research in Financial markets, and was finalist for the 2015 Asia Professional Awards (APA) in Britain.

She is widely published and is Associate Editor for Journal of Research in Interactive Marketing. Her research has significant impact on businesses particularly in the high-tech and luxury sector. She acts as expert advisor and/or board member for businesses and organizations.

Professor Wang’s research interests fall into three main areas: Investigating the capabilities of Chinese high tech enterprises competing in the west through innovation and brands; examining consumer adoption of radically new products and services both before and after purchase; and studying the changing behaviour of the luxury consumers.

Seminar brief

The purpose of this article is to develop an empirically derived construct of luxuriousness. Constructs provide a common language and shared meaning that helps us to communicate about our ideas and experiences clearly and precisely. The need to develop the construct of luxuriousness is driven by the rapid increase in the use of this term by both marketers and consumers. We take as our point of departure the idea that luxuriousness as perceived and defined by the consumers is associated with disparate characteristics. By characteristics, we mean the mental abstractions/ideas within constructs that ultimately are measurable in the form of variables and their attributes. Translating abstract constructs into concrete variables is not straightforward as people view constructs in different ways. In this article, instead of making a choice of any specific focus from the researchers’ viewpoint, it begins with taking stock of different representations and associations of luxuriousness that the consumer has expressed in their everyday communications.

Indeed, there is growing evidence that luxuriousness as a desirable affect from luxury consumption is a key component of the luxury value perceived by the consumer, and where value co-creation is centred round the consumer experience rather than the object per se (Wiedmann, et al. 2007). In this article, we draw on this literature to suggest that, luxuriousness as an affect can derive from different sources where value is added through different ways. Given that we found ourselves in largely uncharted territory, we perceived a need to address three fundamental questions about luxuriousness. First, what is the content of luxurious experiences (content question)? Second, what are the triggers of luxuriousness (trigger question)? Third, what, if any, are the psychological functions of luxuriousness (function question)?

We addressed these questions in four methodologically diverse studies. Studies 1 and 2 applied content analysis to examine English twitter and Chinese weibo. We follow the tradition of content analysis in consumer research (Kassarjian, 1977; Kolbe and Burnett, 1991) in examining English Twitter and Chinese Weibo posts that aggregate a multitude of individual perspectives on, and accounts of luxuriousness, the diverse triggers, and the value/function people derive from luxurious experiences in their lives. To further distinguish and contrast between these two types of triggers of the luxuriousness affect, Study 3 presents a Mturk experiment with 240 participants with two groups design was conducted and results are reported. Study 4 adapted an experience sampling approach to capture the ubiquitous and fleeting nature of the luxuriousness affect. In the discussion and conclusions we provide discuss the implications of our research for luxury marketers and consumer wellbeing.