Situation is where a luxury is there. There is the snob appeal possibility where the higher the price, the more desired the commodity it.  Often people will drive expensive cars, easily because of the image it makes.  If the car is extremely expensive, i.e., Rolls Royce, the snob effect may be the primary motivation for the purchase.  This also works with less costly commodities.  For example, Joy Perfume advertised itself as the world's most costly to attract consumers that their marketing surveys shown would respond to the snob effect.