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Mass Culture, Imports and Conspicuous Consumption

Annie Tubadji Orcid Logo, Ruxiang Wee, Don J. Webber

Journal of Economic Issues, Volume: 57, Issue: 3, Pages: 735 - 759

Swansea University Author: Annie Tubadji Orcid Logo

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Abstract

This study investigates how a country’s promotion of its culture affects anothercountry’s consumption patterns. We collected primary data from Malaysians abouttheir exposure to Korean drama and consumption of Korean cosmetics in order to testwhether the imaging of Korean cultural richness through th...

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Published in: Journal of Economic Issues
ISSN: 0021-3624 1946-326X
Published: Informa UK Limited 2023
Online Access: Check full text

URI: https://cronfa.swan.ac.uk/Record/cronfa59201
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Abstract: This study investigates how a country’s promotion of its culture affects anothercountry’s consumption patterns. We collected primary data from Malaysians abouttheir exposure to Korean drama and consumption of Korean cosmetics in order to testwhether the imaging of Korean cultural richness through the international marketingstrategy termed Hallyu (entailing the use of Korean TV drama to image South Korea asa celebrated country) instigates conspicuous consumption in Malaysia. Respondents withhigher levels of education but lower income watched Korean drama more intensively, andthe intensity of watching Korean drama was positively associated with the consumptionof Korean cosmetics. Our results highlight the ability to affect trade between countries byadvertising through mass culture and exploiting the need for conspicuous consumption bythose individuals experiencing perceived relative deprivation
Keywords: Culture-based development, trade, veblen, relative income
College: Faculty of Humanities and Social Sciences
Issue: 3
Start Page: 735
End Page: 759