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

Erin Cho, Chung Wha Chloe Ki, Youn Kyung Kim

Research output: Journal article publicationJournal articleAcademic researchpeer-review

4 Citations (Scopus)


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.

Original languageEnglish
Article numbere7286
JournalSocial Behavior and Personality
Issue number1
Publication statusPublished - 1 Jan 2019


  • Cultural openness
  • Ethnic-inspired design
  • Perceived esthetics
  • Perceived novelty
  • Seeking personal style
  • Self-view confidence
  • Selfenhancement

ASJC Scopus subject areas

  • Social Psychology


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