This paper reviews the Thai national character according to Hofstede's cultural dimension theory and Komin's nine values cluster (Psychology of the Thai people), analyses the social hierarchy of Thai consumers according to the Luxury 4P Taxonomy (Han et al., 2010), integrates the Theory of...

This paper examines the impact of psychological needs on luxury consumption. Veblen's Theory of the Leisure Class (1899) invented the term "conspicuous consumption" to describe luxury goods and services, in which Veblen indicated the purpose of luxury consumption was to display wealth and social...