In this research, we propose a theoretical framework integrating functional theories of attitudes and consumer motivations in the context of luxury consumption. As such, this research offers a unique perspective into the investigation of brand visibility in luxury consumption. Three experimental studies were conducted involving advertisements for a luxury brand (i.e. Gucci). For each study, respondents were drawn from a Qualtrics opt-in survey panel. The findings highlight the fundamental issue as to why consumers acquire luxury brands. That is, to construct a desirable self-concept by communicating central beliefs, attitudes and values to others (self-expressive) or alternatively, to gain approval in social situations (social-adjustive). Furthermore, this research shows that when consumers are exposed to an advertisement that espouses a value-expressive versus a social-adjustive function of attitude, they tend to prefer subtle versus explicit visibility as determined by their intrinsic versus extrinsic motivation. Some research has previously been undertaken investigating links between brand visibility and consumer motivation in the luxury context. This study contributes to this literature through the introduction and testing of moderating variables demonstrating that consumer preference for brand visibility is driven not only by consumer motivation but also by the perceived social function of luxury consumption. Theoretical and practical implications are discussed.