Consumer Behavior

Inclusive Marketing of Luxury Brands: It Won't Work for Moms

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Abstract

As inclusive marketing became popular, luxury brands started embracing inclusive marketing recently. However, little is known about the effectiveness of inclusive marketing of luxury brands. Also, from the evolutionary psychology perspective, luxury brand consumption is often studied as related to mate acquisition instead of parental care motive. Thus, the current study tested whether inclusive marketing of luxury brands is effective for mothers. The current study showed luxury brand advertising featuring a model with a disability (vs. no disability) increased participants' brand attitude. However, the study also found when the parental care motive was activated (vs. not), the inclusive marketing of luxury brands did not increase the brand attitude. Perceived risk mediated the relationship between the advertising and brand attitude. 

Keywords: luxury, brand, inclusive marketing, evolutionary psychology

How to Cite:

Koo, J. & Park, M., (2025) “Inclusive Marketing of Luxury Brands: It Won't Work for Moms”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18493