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Abstract As customized luxury becomes increasingly mainstream, adhering to a uniform treatment of all types of customization falls short of the nuanced insight needed. Our research focuses on the effects of a prevalent form of customization—name personalization—on the perceived “social cost” associated with luxury items from a potential buyer's point of view. Despite most luxury brands offering consumers the option to imprint their names on products for a personalized touch, concerns arise about being perceived to be “showing off.” Our four experimental studies demonstrate that adding one's name to luxury goods heightens apprehensions about the social cost, specifically diminishing metaperceptions of warmth due to impression management (Study 1). This phenomenon applies to both the imprinting of one's full first name, and only their initials (Study 2). However, luxury consumers with a lower social‐adjustive (i.e., less driven by the desire for social approval) show an elevated concern over the social cost of name personalization (Studies 3 and 4). As the trend of customizing luxury items rises, our findings emphasize the significance of luxury researchers and practitioners to discern both the positive and negative outcomes associated with various forms of luxury customization.
O’Rourke et al. (Tue,) studied this question.