Merriam Webster defines luxury as something adding to pleasure or comfort that’s not absolutely necessary. The Mindshare North America team recently did some research into the world of luxury brands and consumers, because we wanted to know what makes people choose a more expensive item -- like a hotel suite costing $50,000 per night -- and what the takeaways are for marketers. Our research included an online survey with 2,000 consumers across the country and in-person focus groups with luxury buyers, on top of other behavioral data and partnering with Yale psychologist Paul Bloom.
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