Analysis of the Misalignment of Wanting and Liking in Chinese Luxury Consumption

Abstract: China is rapidly becoming one of the most significant luxury goods markets in the world. As people's incomes continue to rise, an increasing number of individuals are inclined to purchase brand products to show their social status or satisfy psychological desires after fulfilling their daily living needs. This paper delves into the physiological and external factors that create a distinction between the emotions of "liking" and "wanting" in the context of luxury consumption. The primary objective of this research is to help consumers better understand their consumption motives, thereby helping them avoid impulsive or blind purchases. By utilizing literature analysis and review methodologies, the study categorizes and synthesizes the existing knowledge, beginning with the definitions of the two emotions to uncover the deeper influencing factors. It is found that from a neuroscience perspective, the brain regions responsible for generating "liking" and "wanting" are distinctly different; In the realm of luxury consumption, social factors, traditional Chinese cultural values, and individual differences play crucial roles in distinguishing between "liking" and "wanting".