Work

Ethnic-inspired design consumption as a means of enhancing self-view confidence

Year: 2019

Type: article

Abstract: Understanding of what drives mainstream consumers to purchase ethnic-inspired designs (EID) is lacking, and even less is understood about the self-centric values (personal values and product values) and the goal pursuits (enhancing self-view confidence) they project by consuming EID. We set out to fill this void, using image theory as a conceptual framework on data collected by a marketing research firm from 1,153 women on its female consumer panel. We found that mainstream consumers’ aspirations to enhance self-view confidence (self-enhancement) are a key driver determining their purchase intent toward EID products. We also found that self-enhancement is directly influenced by the product values (perceived aesthetics and novelty) of EID, and the effects of personal values (cultural openness and seeking personal style) on self-enhancement are mediated by product values.

Source: Social Behavior and Personality An International Journal

DOI: 10.2224/sbp.7286

Authors: Erin Cho, Chung-Wha (Chloe) Ki, Youn-Kyung Kim

Institutions: Parsons School of Design, Hong Kong Polytechnic University, University of Tennessee at Knoxville

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W2913025331

FWCI: 0.984

Cites: 48

Cited by: 8

Related to: 10