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High-end shopping may boost your mood or come with a heightened sense of stature. But for many consumers, luxury purchases can also spur a reaction that researchers have dubbed 鈥渋mpostor syndrome.鈥濃�淟uxury can be a double-edged sword,鈥� according to a recent study in the Journal of Consumer Research coauthored by Nailya Ordabayeva, an associate professor of marketing at the Carroll School of Management. 鈥淲hile luxury consumption holds the promise of elevated status, it can backfire and make consumers feel inauthentic.鈥�

Ordabayeva, along with Harvard Business School doctoral student Dafna Goor, Boston University professor Anat Keinan, and Hult International Business School professor Sandrine Crener, drew their conclusions from nine studies, encompassing surveys and observations of patrons of the Metropolitan Opera, shoppers at Louis Vuitton in Manhattan, vacationers on Martha鈥檚 Vineyard, and other high-end consumers.

In contrast to previous studies, the researchers found that many consumers perceive luxury goods as 鈥渁 privilege which is undue and undeserved.鈥� As a result, consumers feel inauthentic while wearing or using these products, and actually act less confidently than they would with non-luxury items. (This effect is mitigated among consumers who have an inherently high sense of entitlement, or who are marking occasions that make them feel special, such as a birthday.)

So how can a savvy marketer allay consumers鈥� uneasiness with big-ticket purchases? 鈥淏oosting consumers鈥� feelings of 鈥榙eservingness鈥� through sales tactics and marketing messages can help,鈥� Ordabayeva said. Ultimately, she added, in an age that prioritizes authenticity, creating experiences and narratives that boost people鈥檚 personal connection with products and possessions can yield lasting benefits for consumers and retailers alike.聽鈼�