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

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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.

Keywords: cultural openness; ethnic-inspired design; perceived esthetics; perceived novelty; seeking personal style; self-enhancement; self-view confidence

Document Type: Research Article

Affiliations: 1: School of Design Strategies, Parsons, The New School for Design 2: Institute of Textiles and Clothing, The Hong Kong Polytechnic University 3: Department of Retail, Hospitality, and Tourism Management, University of Tennessee

Publication date: January 23, 2019

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