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There's a direct link between the cost of a luxury-goods product and the size of its logo, but it's not what you expect

There's a direct link between the cost of a luxury-goods product and the size of its logo, but it's not what you expect
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Luxury items with less prominent logos are more expensive, according to Wharton professor Jonah Berger.




Rich people will shell out premium prices for logo-less products that carry subtle signals of wealth because they aren't as easily imitated by the non-wealthy.




It's a form of discreet wealth, in which showing off wealth is no longer the way to signify having it — only those in the know will recognize a quiet status symbol.




Visit BusinessInsider.com for more stories.



Would you be able to tell the difference between a $20 purse from Walmart and a $5,000 luxury bag?
According to Jonah Berger, marketing professor at the Wharton School of the University of Pennsylvania and author of "Invisible Influence: The Hidden Forces That Shape Behavior," their similarities are more alike than one might think.
Along with professor Morgan Ward, Berger analyzed the correlation between price and brand prominence in hundreds of products and found a surprising relationship.
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