Biometrics in luxury consumption: a literature review and research agenda

Even though there is considerable prior research on luxury consumer behaviour, most studies rely on the results of self-based measures (e.g., questionnaires and focus groups). Self-report measures have been seen to fail to report the real emotional implications of luxury consumers when exposed to luxury stimuli. In order to solve this problem, some luxury researchers implement biometric measurements as a supplementary approach to studying the emotional outcome of luxury consumers. This paper aims to review the literature to a) synthesise the landscape of available research about biometrics on luxury consumer behaviour and b) provide new possible research directions to advance the field. A literature review was conducted with a focus on biometric technologies applied to luxury consumer research and concludes the importance of understanding consumer emotions beyond self-reports but also with the warning that biometric measures offer insights but cannot prescribe actions for driving customer purchases.