The objective of this paper is to: (1) examine the feasibility of using psychophysiological methods in luxury marketing; (2) compare the capability of psychophysiological methods to capture emotion beyond those measured by self-report methods; and (3) better under luxury consumers’ emotion processes. Measuring consumers’ emotion with self-report methods has remained a challenge in luxury marketing (Atwal & Williams, 2009; Kumar & Garg, 2010). In comparison to self-report measure, psychophysiological methods promise to provide a scientific, objective and sensitive measure of the neurophysiological basis of emotional processes (Karmarkar & Yoon, 2016; Li, Scott, & Walters, 2014; Wang & Minor, 2008). Yet, few studies in luxury marketing have used these methods. In this study, brain wave analysis, heart rate, skin conductance, and facial expression will therefore be used to investigate consumers’ emotional response toward luxury marketing stimuli. The findings of this study will therefore provide both researchers and managers a test of concept to apply multiple psychophysiological methods in luxury marketing. This provide potential avenues for managers to better understand and manage the unobservable psychological processes that underlie luxury consumers’ behaviour.

• Billy Sung(Curtin University, Australia)
• Ian Phau(Curtin University, Australia)