Must-Have Items: A Position-Oriented Product is More Appealing in Korea than Canada

This study demonstrates position-oriented effects associated with products (e.g., products and their appeal) in Korea and Canada. Given that Koreans tend to focus on a vertical “pecking order” hierarchy and position-extended thinking via Confucianism, they are likely to consider their own position when purchasing products. In particular, Koreans tend to presume a relationship between their individual position and a product. This presumption concerning position-oriented products influences their beliefs toward superiors’ product ownership, leading Koreans (as opposed to Canadians) to have a higher level of positive attitude toward products related to people in superior positions. In contrast, Canadians tend to show less sensitivity toward the same position-oriented products. Furthermore, Koreans tend to display more positive reactions than Canadians with respect to the appeal of position-oriented luxury products (e.g., a chairman’s watch). Finally, this study suggests practical and academic implications.