머스트해브 아이템즈: 지위지향적 제품은 캐나다보다 한국에서 더 효과적이다.Must-Have Items: A Position-Oriented Product is More Appealing in Korea than Canada
- Other Titles
- Must-Have Items: A Position-Oriented Product is More Appealing in Korea than Canada
- Authors
- 김창수; 정인식
- Issue Date
- 2015
- Publisher
- 한국국제경영학회
- Keywords
- 지위근거확장사고; 지위지향어필; 유교문화; 머스트해브 아이템; 문화비교; Position-extended thinking; position-oriented appeals; Confucian culture; must-have item; cross-culture
- Citation
- 국제경영연구, v.26, no.2, pp.161 - 179
- Indexed
- KCI
- Journal Title
- 국제경영연구
- Volume
- 26
- Number
- 2
- Start Page
- 161
- End Page
- 179
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/95061
- DOI
- 10.14365/ibj.2015.26.2.6
- ISSN
- 1598-2718
- Abstract
- This study demonstrates position-oriented effects associated with products (e.g., products and their appeal) in Korea and Canada. Given that Koreans tend to focus on a vertical “pecking order” hierarchy and position-extended thinking via Confucianism, they are likely to consider their own position when purchasing products. In particular, Koreans tend to presume a relationship between their individual position and a product. This presumption concerning position-oriented products influences their beliefs toward superiors’ product ownership, leading Koreans (as opposed to Canadians) to have a higher level of positive attitude toward products related to people in superior positions. In contrast, Canadians tend to show less sensitivity toward the same position-oriented products.
Furthermore, Koreans tend to display more positive reactions than Canadians with respect to the appeal of position-oriented luxury products (e.g., a chairman’s watch). Finally, this study suggests practical and academic implications.
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