Luxury Unboxed: How Gender, Identity & Screens Shape What We Flaunt

HARLEEN KAUR CHAWLA; TEJAS SHARMA.; Prarthna Agrawal; NAMAN Lakhotia

doi:10.36948/ijfmr.2025.v07i03.47433

Luxury Unboxed: How Gender, Identity & Screens Shape What We Flaunt

Author(s)	Ms. HARLEEN KAUR CHAWLA, Mr. TEJAS SHARMA., Ms. Prarthna Agrawal, Mr. NAMAN Lakhotia
Country	India
Abstract	This study examines how social media, gender, and identity interact to influence the purchase of luxury products, paying particular attention to the psychological phenomena known as the ostentation effect. Luxury has evolved beyond ownership to become a social signaling tool in the current digital era, when social media sites like Instagram and TikTok control everyday interactions. This behavior is largely driven by the ostentation effect, which is the desire to own expensive and distinctive objects in order to show off one's status. But how people interact with luxury is also influenced by things like gender identity and cultural norms. This article investigates how subtle societal forces, such as gender standards and online influence, determine luxury tastes through a structured survey administered to a sample group of 80 young people. The results indicate that, contrary to conventional wisdom, luxury consumption is not always gendered; both men and women show interest in luxury goods, despite the fact that the kinds of goods and advertising tactics they encounter frequently vary. Furthermore, many respondents acknowledged that luxury helps them portray who they are—or who they desire to be—indicating that identity expression is a significant factor in consumer behavior. With many participants acknowledging that they were influenced by what they saw online, even to the extent of extending budgets or feeling under financial strain, social media appeared as a potent amplifier of conspicuous consumerism. In the meantime, those who are sick of trends are starting to gravitate toward more subdued kinds of luxury, which are characterized by long-term value and less branding. In summary, this study demonstrates how luxury spending is closely related to cultural, psychological, and digital factors by fusing theory with empirical data. It demonstrates how our perceptions and purchases of luxury are influenced by our desired perceptions of ourselves as well as how the environment around us supports those perceptions.
Keywords	Ostentation Ostension Jenny Ponzo Norbet Elias’s Jean-Pascal Daloz Darwiche Frank Darwiche George Washington Joseph Manc Mount Vernon Law of demand Social media Social comparison Instagram TikTok Thorstein Veblen Youtube FOMO Superman Barbies Subtle art of not giving a fu*k Mark manson
Field	Business Administration
Published In	Volume 7, Issue 3, May-June 2025
Published On	2025-06-08
DOI	https://doi.org/10.36948/ijfmr.2025.v07i03.47433
Short DOI	https://doi.org/g9pz2s

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Luxury Unboxed: How Gender, Identity & Screens Shape What We Flaunt

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