People who believe they inherently deserve more than others are more likely to spend on luxury goods and experiences, according to new research. The study also found that a person’s mindset can amplify this effect, offering fresh insight into what drives high-end spending. The findings were published in the journal Scientific Reports.
The research, conducted with over 300 participants, examined the relationship between psychological entitlement, mindset, and the intention to purchase luxury products or services. Psychological entitlement refers to a persistent belief in one’s superior deservingness, regardless of effort or merit. While previous studies have linked entitlement to behaviour in education, work, and relationships, its direct influence on luxury spending has been less explored.
Participants were asked to imagine they had the funds to buy high-end products, such as a designer watch, or to enjoy a premium experience like a stay at a five-star hotel. They then responded to questions measuring their sense of entitlement, mindset type, and likelihood of making the purchase. The sample included a range of incomes, education levels, and previous luxury consumption habits.
Findings showed a clear positive link between entitlement and luxury purchase intentions. Those with higher entitlement scores were more likely to see luxury items as something they simply deserved. This was true for both visible status symbols and less conspicuous forms of luxury, such as exclusive travel experiences.
The study also examined how fixed and growth mindsets shaped this relationship. A fixed mindset is the belief that personal qualities are largely unchangeable, while a growth mindset sees them as adaptable and improvable. Individuals with a fixed mindset were more likely to buy luxury items to project a desirable image and affirm their social standing. This tendency strengthened the link between entitlement and luxury spending.
Growth-minded individuals did not show a direct increase in luxury buying intentions. However, for those with high entitlement, a growth mindset reinforced the desire to make luxury purchases, suggesting they may view such goods as tools for self-enhancement or achievement. This points to different psychological pathways leading to the same spending behaviour.
The results suggest that marketers could benefit from tailoring strategies based on both entitlement levels and mindset profiles. For example, campaigns highlighting exclusivity and rarity may appeal more to fixed-mindset, high-entitlement consumers, while messaging focused on craftsmanship, quality, and personal benefit could resonate with growth-minded buyers.
Beyond marketing, the findings raise questions about the social implications of entitlement-driven consumption. While luxury purchases can be expressions of individuality and personal reward, they may also reflect deeper psychological needs for recognition and uniqueness.
The authors note that the study was conducted in China, meaning cultural factors could influence the results. They recommend future research across different countries to see if these patterns hold globally. They also suggest exploring whether these effects differ between younger and older consumers or across different luxury market segments.