We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Ethnic-inspired design consumption as a means of enhancing self-view confidence.
- Authors
Erin Cho; Chung-Wha (Chloe) Ki; Youn-Kyung Kim
- 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.
- Subjects
SHOPPING; WOMEN employees; WOMEN consumers; CONFIDENCE; FASHION; MARKETING research companies
- Publication
Social Behavior & Personality: an international journal, 2019, Vol 47, Issue 1, p1
- ISSN
0301-2212
- Publication type
Article
- DOI
10.2224/sbp.7286