There is really only one central reason why people buy luxury goods: to self-actualise. All other reported reasons are just by-products of self-actualisation. But what is self-actualisation? Notable psychologist Abraham Maslow explicitly defines it to be “the desire for self-fulfillment, namely the tendency for the individual to become actualised in what he is potentially. This tendency might be phrased as the desire to become more and more what one is, to become everything that one is capable of becoming.” In other words, to be more of your best self.
