ORCID Profile
0000-0003-0463-4708
Current Organisation
The University of Auckland
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Publisher: SAGE Publications
Date: 25-02-2020
Abstract: This article aims to understand how young Korean women respond to the changing ideals of K-beauty, a form of gender imagery embodied by Korean pop celebrities, when such ideals become exported as global cultural products. The findings reveal that K-beauty is characterized by three paradoxical themes: manufactured naturalness, hyper-sexualized cuteness, and the ‘harmonious kaleidoscope’. When we unravel these paradoxes further, we observe that they provoke unsettlement and ambivalence among young Korean women, who shed light on the acculturative labors of concealment, selective resistance, and compliance that permeate the field of K-beauty. We argue that through these new layers of women’s work, the paradoxes in beauty are re-domesticated, the globalizing Western dictates are brought into alignment with neo-Confucian cultural ideology, and a new hybridized hegemonic regime of feminine beauty becomes established.
Publisher: Emerald
Date: 04-2019
Publisher: SAGE Publications
Date: 29-10-2021
DOI: 10.1177/07439156211042281
Abstract: The present research investigates how charitable giving in response to threat-based awe, an emotional experience that typically accompanies disaster-relief c aigns, is likely to depend on consumers’ implicit theories. Although consumers want to behave prosocially when experiencing threat-based awe, due to the presence of threats, such behavior depends on whether they believe that their donations have sufficient efficacy. Consequently, in response to threat-based awe, consumers holding an incremental (vs. entity) theory perceive greater efficacy for their donations, which subsequently increases their charitable giving. These predictions are tested across five experimental studies. The findings of this research contribute to the literature on implicit theories and the emotion of awe and offer a more nuanced approach to how different consumers may be motivated to engage in charitable giving in the context of natural disasters.
Publisher: Informa UK Limited
Date: 20-10-2021
Publisher: Emerald
Date: 12-04-2022
Abstract: This research draws upon construal level theory to investigate how brands can develop effective international marketing strategies using country image versus product image across international markets with different cultural distances between them. The paper reports two preliminary studies and three experimental studies in the context of Australian brands using a “clean and green” image. The preliminary studies explore how product versus country image and cultural similarity are related to construal levels. Then, Study 1 examines consumers from different countries as a proxy of cultural distance, whereas Studies 2 and 3 manipulate levels of cultural distance to test the effects on consumers. Moreover, Study 3 also uses a behavioral outcome as the focal dependent variable and tests the underlying mechanism. The results demonstrate a significant interaction effect between country-of-origin positioning and cultural distance, such that an Australian brand emphasizing the country (vs product) image gains more favorable responses among consumers with high levels of cultural distance. Conversely, an Australian brand emphasizing the product (vs country) image gains more favorable responses among consumers with low levels of cultural distance. Further, this research identifies perceived brand cultural authenticity as the underlying process driving the interaction effect. The findings of this research contribute to the literature on international marketing in general and the country-of-origin literature in particular by examining country-of-origin positioning and cultural distance from the construal level perspective. The research also provides managerial implications on how to promote products in the international market across different cultural distances.
Publisher: Elsevier BV
Date: 10-2018
Publisher: SAGE Publications
Date: 05-2021
Abstract: The international expansion of Korean popular music (K-pop) reflects the increasing dislocation of cultural globalization from Western centers, spurred by the rise of cultural, economic, and political institutions within different regions. This study adopts a translation theory perspective on how the meanings of such cultural products from the “periphery” become transculturally intelligible. In this endeavor, we analyze the role of online fan-generated paratexts in translating the global consumptionscape of K-pop. We reveal how translation practices enable cultural understanding and reinscribe transcultural identity politics, inverting and unsettling “traditional” center-periphery dynamics. Fan translation practices emerge as a key node in processes of cultural globalization, underscoring the role of consumer-as-translator and situating cultural globalization not only in localized spaces but also in the mediated transcultural space of the paratextual field.
Publisher: Springer Science and Business Media LLC
Date: 27-03-2020
Publisher: Emerald
Date: 05-05-2020
Abstract: This study aims to investigate how the effectiveness of luxury advertising can be improved by matching the emotional (promotion pride vs prevention pride) and luxury value (authenticity vs exclusivity) appeals within advertising messages. Three experiments were conducted. Studies 1A and 1B establish the influence of incidental emotions and regulatory focus on consumer preferences for ergent luxury value appeals (exclusivity vs authenticity) within advertisements. Study 2 shows the match-up effects of congruent emotional and luxury value appeals on advertising effectiveness. The authors offer causal evidence that promotion pride increases the preference for exclusivity appeals, whereas prevention pride increases the preference for authenticity appeals in luxury advertising. The study offers a novel perspective into the ways consumers evaluate different value appeals in luxury advertising and establishes the important role played by emotions within such evaluations. Marketers of luxury products can increase the effectiveness of their advertising c aigns by considering the fit between emotional and luxury value appeals. Specifically, the authors show that the congruent matching of promotion pride with exclusivity appeals and of prevention pride with authenticity appeals within advertising messages can elicit more favorable consumer responses. The study is the first to illustrate novel “match-up” effects: it shows when and how different luxury value appeals (exclusivity vs authenticity) and emotions (promotion pride vs prevention pride) influence the effectiveness of luxury advertising.
Publisher: Informa UK Limited
Date: 27-12-2018
Publisher: Oxford University Press (OUP)
Date: 03-04-2023
DOI: 10.1093/JCR/UCAD022
Abstract: Countervailing discourses of cultural appreciation versus cultural appropriation are fueling a tension between the ethnic consumer subject, who views the consumption of cultural difference as a valorized identity project, and the responsibilized consumer subject, who is tasked with considering the societal impacts of such consumption. Drawing on an extended qualitative investigation of international K-pop consumers, this study illustrates that this tension spurs consumers to pursue self-authorization—the reflexive reconfiguration of the self in relation to the social world—through which consumers grant themselves permission to continue consuming cultural difference. Four consumer self-authorization strategies are identified: reforming, restraining, recontextualizing, and rationalizing. Each strategy relies upon an amalgam of countervailing moral interpretations about acts of consuming difference, informing ideologies about the power relationships between cultures, and emergent subject positions that situate the consuming self in relation to others whose differences are packaged for consumption. Findings show notable conditions under which each self-authorization strategy is deployed, alongside consumers’ capacity to adjust and recombine different strategies as they navigate changing sociocultural and idiographic conditions. Overall, this study advances understanding of how consumers navigate the resurgent politics of marketized cultural ersity in an era of woke capitalism.
Publisher: Informa UK Limited
Date: 21-06-2021
Publisher: Emerald
Date: 13-04-2015
Publisher: Elsevier BV
Date: 03-2022
Publisher: Springer Science and Business Media LLC
Date: 20-11-2018
Publisher: Elsevier BV
Date: 08-2019
Publisher: Informa UK Limited
Date: 26-05-2021
Publisher: Elsevier BV
Date: 03-2022
Publisher: Emerald
Date: 09-11-2015
Abstract: – The purpose of this paper is to identify a need to incorporate Asian perspectives in theories of food consumption and marketing. – This editorial discusses the mutually recursive relationship between food and culture in Asian markets, offers an integrative summary of the special issue and develops several key themes for future research. – Food consumption plays a central role within Asian cultures and markets. Thus, understanding Asian perspectives and contexts provides an important complement and contrast to current theories of food consumption and marketing that have been primarily sited in North American and European contexts. In particular, the complex multiplicity of Asian consumer cultures creates dynamic heterogeneity within Asian food markets. – Although food consumption plays a central role in Asian consumer cultures, extant theory regarding Asian food consumption and marketing is still in its infancy. We highlight important developments in this area that suggest a path for future work. – The authors make three contributions to the literature on food consumption and marketing. First, while engaging with these questions, this issue points to the importance of Asian cultural perspectives into the marketing literature on food consumption. Second, through the articles of this special issue, we trace the relationships between food consumption practices, marketing practices and cultural multiplicity in Asian contexts. Finally, we draw the threads together to provide directions for future research in this area.
Publisher: Wiley
Date: 06-06-2021
DOI: 10.1002/JCPY.1248
Abstract: The art infusion effect posits that exposure to visual artworks heightens the perceived luxuriousness of related brands. Across six studies conducted in different cultural settings, we establish that the art infusion effect is dependent on cultural congruence. That is, when the artwork’s country‐of‐origin (CO) is culturally congruent (vs. incongruent) with the brand’s CO, such an artwork bestows higher perceptions of brand luxuriousness. This occurs because cultural incongruence attenuates the art infusion effect. We term this moderating effect as brand‐artwork CO congruence and show that it qualifies art infusion even if the congruent (vs. incongruent) artwork CO is stereotypically perceived as less luxurious. We further show that perceived brand authenticity underlies the effect of brand‐artwork CO congruence. Overall, the present research illustrates that cultural congruence and subsequent perception of authenticity are critical components of the art infusion effect.
Publisher: Emerald
Date: 05-09-2020
Abstract: This paper aims to examine how mortality-related sadness, as compared to other emotions such as fear, anger and happiness, can leverage the effectiveness of fresh start appeals. Drawing upon the consumption-based affect regulation principle, this paper investigates how sadness associated with mortality can elicit the appraisal of irretrievable loss, which subsequently increases the effectiveness of fresh start appeals. These predictions are tested across three experimental studies. Findings demonstrate that mortality-related sadness enhances donation allocations (Study 1), willingness to pay (Study 2) and favorable attitudes (Study 3) toward an advertisement promoted with a fresh start appeal. This effect is mediated by an appraisal of irretrievable loss (Studies 1–3). Moreover, the emotion’s effect only emerges among consumers who believe that their emotional experiences are stable (vs malleable) (Study 3). This paper investigates the effects of negative (vs positive emotions). It would thus be of interest to explore whether different discrete positive emotions may also enhance favorable evaluations of fresh start appeals. While fresh start appeals have been widely used by marketers and organizations, the extant literature in this area has yet to identify how marketers can leverage the effectiveness of such appeals. This paper highlights how a specific negative emotion can be beneficial to marketers in leveraging the effectiveness of fresh start appeals. The findings of this research suggest a novel potential strategy for the regulation of sadness. Specifically, consumers experiencing mortality-related sadness show favorable evaluations of fresh start appeals, indicating they are seeking to dissociate themselves from the past.
No related grants have been discovered for Yuri Seo.