KOREASCHOLAR

KITSCH AS THE NEW LUXURY: HOW NARCISSISTIC CONSUMERS PERCEIVE LUXURIOUSNESS FROM KITSCH ADVERTISING

Donghwy An, Hanna Shin, Nara Youn
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/400762
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.268-273
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The current research demonstrates that luxury product advertisements containing kitsch lowbrow art are perceived as unique, trendy, and hip and the perceived uniqueness positively influences luxuriousness judgment of the featured products, especially for participants with high narcissism and status seeking tendency.

Keyword
kitschluxuriousnessnarcissismhigh and low artappeal type
Table Content
ABSTRACT
INTRODUCTION
THEORETICAL BACKGROUND
STUDY1
STUDY2
STUDY3
GENERAL DISCUSSION
Author
  • Donghwy An(Seoul National University, South Korea)
  • Hanna Shin(Hongik University, South Korea)
  • Nara Youn(Hongik University, South Korea) Corresponding author