The luxury consumption has been pertinent to those aged around forties to fifties in the upper class. Recently, luxury product market became wide and is varying in age segments. Young consumers’ luxury consumption shows a rapid growth worldwide. Despite the global financial crisis, advanced information technology and globalized marketing strategies accelerate luxury consumption rate in vast. This phenomenon of luxury consumption is critically relevant to consumer social psychology. While people have various relationships with others in their own societies, they carry out impression management for themselves. Consumers try to identify themselves with goods, services, and images of brands or products. More importantly, congruency between their ideal images of themselves and consuming objects plays an important role in luxury consumption in recent years.

• Seong-Yeon Park(Ewha Womans University)
• Yeu-Jin Kang(Ewha Womans University)