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Title: Ethnic-inspired design consumption as a means of enhancing self-view confidence
Authors: Cho, E
Ki, CWC 
Kim, Y-K
Keywords: Ethnic-inspired design
Self-view confidence
Cultural openness
Seeking personal style
Perceived esthetics
Perceived novelty
Issue Date: 2019
Publisher: Scientific Journal Publishers
Source: Social behavior and personality, 2019, v. 47, no. 1, e7286, p. 1-12 How to cite?
Journal: Social behavior and personality 
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.
ISSN: 0301-2212
EISSN: 1179-6391
DOI: 10.2224/sbp.7286
Rights: © 2019 Scientific Journal Publishers Limited. All Rights Reserved.
Posted with permission of the publisher.
The following publication Cho, E., Ki, C. W., & Kim, Y. K. (2019). Ethnic-inspired design consumption as a means of enhancing self-view confidence. Social Behavior and Personality, 47(1), e7286 is available at
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