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머스트해브 아이템즈: 지위지향적 제품은 캐나다보다 한국에서 더 효과적이다.
김창수 ( Chang Soo Kim(first Author) ),정인식 ( Insik Jeong(corresponding Author) ) 한국국제경영학회 2015 國際經營硏究 Vol.26 No.2
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.