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The University of Southampton
Southampton Business School

Professorial Inaugural Lecture, Professor Paurav Shukla: Beyond Bling - Luxury Consumption Across Time & Cultures Seminar

18:00 - 20:00
27 November 2019
Building 2, Foyer and room 3043, University of Southampton Highfield Campus, Southampton SO17 1BJ

Event details

Consuming for status and showing-off of luxury goods has become a defining element of new consumerist societies. However, status directed consumption is not a recent phenomenon. From the extravagance and excesses of ruling elites in earlier societies to the new business maharajas, status directed consumption has been well observed and documented. However, with the increase in the standard of living beyond wealthy elite, status consumption has percolated through to the masses who are attempting to adopt profligate lifestyles globally. For example, brands such as LVMH, Gucci and so on have seen phenomenal growth in the last two-three decades. This inaugural professoriate lecture attempts a brief review of the historical trends relating to status consumption and presents several studies conducted over the last decade focusing on status consumption in the developed and emerging markets. They offer a novel account of surprising similarities and differences in motives for luxury consumption worldwide.

Speaker information

Professor Paurav Shukla, Professor of Marketing at the University of Southampton. He teaches and trains regularly in countries across Europe, Asia and the Middle East. His main research interests include comparative consumption experiences and cross-cultural consumer behaviour with a special focus on luxury branding and marketing. His research highlights the hidden meanings and associations embedded within consumption practices across cultures and offers novel insights for researchers and practitioners. He has published on these topics in wide range of research outlets, including the Journal of World Business, Journal of Business Research, Psychology & Marketing, Marketing Letters, International Marketing Review, among others. He has contributed chapters to edited books, case studies and popular accounts of his work have appeared in the Sunday Times, the Guardian, BBC, Woman's Wear Daily (the fashion bible), Luxury Society, Business Week, Bangkok Post, National Post of Canada and LiveMint Wall Street Journal, among others.

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