Abstract
This study introduces the notion of “moments of care,” which describe short-lived and prosocial interpersonal interactions between healthcare consumers and medical staff, as individually defined luxuries. Findings from 30 phenomenological interviews with patients of a luxury ophthalmic clinic reveal that healthcare consumers experience moments of care through (1) authentic presence, (2) balanced power relationship, and (3) interpersonal synchrony. This study contributes a phenomenological experiential perspective to the growing body of research on unconventional aspects of luxury by showing that experiencing humanity in interpersonal interactions is “true luxury” and surpasses material luxury. The findings provide a valuable source of inspiration for private and public medical institutions as well as for branded service providers.