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The Luxury Mind is co-hosted by Paul Russell and Helen Villiers and explores the psychology of luxury consumers. It delves into the thought processes, emotions, and decision-making patterns of high net worth individuals and offers insights on influence, persuasion, and behavioural prediction, helping luxury businesses engage effectively with discerning consumers. Paul and Helen use an engaging, accessible style, blending theory with real-world examples, making complex ideas easy to understan ...
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Ep 16. Exclusivity vs. Exclusion: Brand Narcissism
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This week, Helen and Paul dive into the fascinating concept of brand narcissism and how it can negatively impact luxury brands. They chat about how some brands seem to get caught up in their own image and status, almost like they're gazing at themselves in a mirror all day. This obsession often comes with a worrying lack of empathy towards their cu…
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In this episode, Helen and Paul discuss the concept of affordable luxury. They explore whether luxury can truly be affordable or if affordability compromises the exclusivity and scarcity that define luxury. They examine examples of brands like Michael Kors and Ted Baker that started as luxury brands but became more accessible over time. They also d…
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Ep 14. Luxury Means Different Thinks To Different People.
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The conversation explores the subjective experience of luxury and how it varies across cultures and individuals. Different people have different views on what constitutes luxury, and it can change over time as well. The discussion touches on the concept of scarcity and how it makes things more attractive. The hosts also discuss the idea of luxury i…
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Ep 13 The Impact of Aesthetics and Brand Image on Your Luxury Brand
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In this episode of 'The Luxury Mind,' hosts Helen Villers and Paul Russell explore the critical role aesthetics play in luxury branding. They delve into a listener's question about how visual elements like labels, packaging, and website design affect customer perception. Helen and Paul discuss the psychological principles at play, such as the halo …
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Ep 12 The Psychological Principles Behind Brand Loyalty in Luxury
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Paul and Helen explore the concept of customer loyalty and brand loyalty in the luxury industry. They delve into the psychological principles behind loyalty, such as the mere exposure effect, the halo effect, and confirmation bias. Their discussion also highlights the importance of emotional connections and exclusivity in fostering brand loyalty. T…
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Ep 11. The Aspirational Appeal of Luxury Brands
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Welcome to another episode of "The Luxury Mind" with Helen Villers and Paul Russell. This week, Helen and Paul delve into the fascinating world of aspirational marketing in the luxury sector. Building on last week's discussion about emotional rewards, they explore the powerful desire to own iconic items like the Birkin bag by Hermès. Helen candidly…
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Ep 10. The Pursuit of Perfection: How Luxury Brands Manufacture Desire.
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In this episode of "The Luxury Mind," co-hosts Helen Villiers and Paul Russell delve into the compelling concept of perfection as it relates to luxury brands. They explore how brands like Rolls Royce embody perfection through flawless craftsmanship and how these high standards in luxury goods influence consumer perception and desire. Paul sheds lig…
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Ep 09. Emotional Rewards. Why Do We Crave Luxury?
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In this episode, co-hosts Paul and Helen delve into the emotional and psychological allure of luxury consumption. They discuss the foundational understanding of how emotional rewards, ranging from the joy of owning unique items to affirming one's status, significantly influence our attraction to luxury goods. Paul explains the expertise of luxury b…
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Ep 08. Colour Psychology - Are Colours Manipulating Your Mood?
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Dive into the vibrant world of "Colour Psychology" on our latest podcast episode! This journey isn't just about hues; it's a deep dive into how colours shape our perception, influence emotions, and even dictate social status. From the sophistication of black in luxury branding to the historical richness of ultramarine in art, we uncover the profoun…
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Ep 07. The Allure of Pricing: Luxury, Strategy, and Psychological Tactics
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Have you ever looked at a price tag and felt your emotions stirred? Join Paul and Helen as they discuss the psychology behind pricing, navigating through luxury goods and small business strategies. They explore the dynamics of setting course fees, aiming to balance profitability with accessibility, and discuss pricing strategies such as left-figure…
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Ep 06. The Diderot Effect: The Hidden Forces Behind Our Buying Habits
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Ever found yourself trapped in a shopping spree you didn't see coming, all because of one shiny new possession that made everything else look drab? That's the Diderot Effect for you, and hosts Helen Villars and Paul Russell are no strangers to its wily ways. On this whirlwind of a podcast, we confess our own consumer confessions and unravel how a p…
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Ep. 05 Valentine's Day: Performative Love and the Cost of Affection
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Ever felt like Valentine's Day has you performing love rather than genuinely feeling it? That's the question we ask in our latest episode. We unravel the societal pressures that transform February 14th into a measuring stick for material affection, turning romantic gestures into a competitive sport. As we share personal tales and musings, you'll di…
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Ep 04. Exclusivity Unlocked: Luxury Loyalty Programmes
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Ever find yourself gleefully chasing the next reward in your loyalty program, only to wonder exactly what's in it for the retailers? Helen and Paul pull back the curtain on the psychological wizardry at play, where the pursuit of points and perks is just one side of the coin. As we share how my business partner's delight in point-redemption led to …
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Ep. 3 Virtue Signalling: From LinkedIn Grandstanding to Lifestyle One-Upmanship
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Ever feel like you're watching a performance every time you scroll through your LinkedIn feed? Join us for a lively chat where we peel back the curtain on the theatre of modern social dynamics, starting with the all-too-familiar acts of virtue signalling and the curious inflation of self-importance on professional platforms. We tear into the façade…
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Ep. 2 The Myth of Cleanliness is Next to Godliness
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Ever wondered about the complex ties between a sparkling countertop and one's moral fibre? Peel back the layers of societal norms with us as we scrutinize the adage "cleanliness is next to godliness," its inception, and the way it's been twisted to enforce gender roles. We interrogate the selective use of religious texts to uphold this notion, whil…
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Prepare to uncover the emotional tapestry interwoven with luxury gift-giving, as Paul Russell, alongside psychotherapist Helen Villers, peel back the layers of consumer psychology during the festive frenzy. Our exploration ventures into the heart of why a TikTok video, laden with a trove of presents for children, can ignite a firestorm of societal …
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