Luxury products hold a particular emotional value for the customers. Beyond the product, luxury offers a unique hedonic experience through a “selling ceremony” during service encounter. However, service employees sometimes reject customers, through inauthentic/negative emotions and poor service. In this thesis, we investigated the impact of the display of negative emotions and of the authenticity of positive emotions on valuation of luxury goods. Besides, we explored the role of service quality and service personalization in product valuation. We provided evidence demonstrating that (a) socio affective information influences the evaluation of luxury products, (b) employees' emotional communication impacts on perceived product quality and opinion of the brand, (c) service quality and service personalization influence the perceived value of the product. Additionally, data of a collaborative study were analyzed to investigate the accuracy of subjective and objective measures of the affective response to luxury. The results suggest that subjective measures are more relevant than physiological measures to assess affective responses to luxury. Our findings highlight the importance of the service encounter in luxury consumption and emphasize the need to consider the role of the employees' behavior when investigating customers' perception of luxury goods.