• Journal of Fashion Business
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• v.25 no.4
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• pp.109-124
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• 2021

The millennial generation, which has emerged as one of the strongest influence and consumption power, pursues happiness of the present centering on "I"; consumes luxury products for themselves. The purpose of this study was to evaluate how the narcissism and materialism of the millennial generation affect the compensatory consumption of luxury products in negative situations and the moderating effect of self-control. This study included 315 millennial males and females living in Seoul and Gyeonggi area. Frequency analysis, reliability analysis, multiple regression analysis, and hierarchical regression analysis were conducted using SPSS 25.0 statistical program. Based on our findings, narcissism and materialism had a statistically significant effect on compensatory consumption under positive situations. However, while materialism had a statistically significant effect on compensatory consumption under negative situations, narcissism did not have a statistically significant effect on compensatory consumption under negative situations. Notably, self-control had a moderating effect in the influence of materialism on compensatory consumption under negative situations; narcissism did not. This study holds academic significance as the concept of compensatory consumption and self-control can be applied to the apparel study. Moreover, this study provides practically significant ideas on compensatory consumption and therefore marketing of luxury brands, based on consumers' characteristics.

• Journal of Korea Society of Digital Industry and Information Management
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• v.19 no.3
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• pp.117-128
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• 2023

For Korea which has long been highly dependent on international trade for economic growth, the importance of the Brazilian market is likely to increase in the future considering its huge size of 216 million people. Therefore, it would be imperative to analyze and understand Brazilian consumer behavior correctly. This study examines differences in consumer behavior between Brazil and Korea in purchasing luxury goods. According to previous cultural studies, Brazilian consumers are expected to focus on the intrinsic value of products and show a strong compensatory consumption tendency, while Korean consumers focus on symbolic benefits and show a weak compensatory consumption tendency. After conducting and analyzing a survey of young people in their 20s in Korea and in Brazil, all of the hypotheses above were supported. The results suggests that when designing marketing communication strategy in Brazil, it will be more effective when communication is focused on the pleasure of purchasing luxury goods rather than social or symbolic benefits. This study is of greatest significance in that it is one of the few studies comparing the characteristics of Brazilian and Korean consumers.

• Knowledge Management Research
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• v.21 no.3
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• pp.89-103
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• 2020

When people feel powerless (with losing control), they show compensatory behaviors to get out of this state. The actions to compensate for powerlessness have been studied in the contexts of products or brands, but this study focuses on compensatory behaviors when using social media. Social media, which can express consumers' selves freely, has become a platform for self-expansion. It has been confirmed that the possibility of relieving psychological powerlessness through self-expression on social media exists. Therefore, we examined how people who felt powerless showed compensatory behaviors on social media. According to the analysis, consumer's powerlessness does not directly affect narcissistic self-expression on social media. However, it is derived as being fully mediated by the feeling of anxiety. The more anxious consumers feel, the more narcissistic they express themselves by posting photos of themselves with luxury brand objects that can show social power or authority. In other words, when consumers experience social powerlessness coupled with anxiety, they are likely to show compensatory consumption behaviors such as narcissistic self-expression in order to make their images cool and luxurious and draw others' attention on social media. We confirm that the compensatory consumption due to consumers' powerlessness, which leads to having anxiety, can appear in ways of presenting narcissistic selves on social media.