Individual Position’s Influence on Consumption in Korea versus Canada: A Vertical Hierarchy Perspective

Individual position (superior versus inferior) can lead people to purchase different products,such as premier versus average products. When Eastern consumers consider a productpossessed by a subordinate, in particular, they tend to report more negative responses whenthe subordinate possesses a product that is better or more expensive than their own product,compared to their Western counterparts. In other words, given that Easterners tend to maintaintheir superior position in a vertical hierarchy via Confucianism, they usually display higher levelsof discomfort, regret, and jealousy than Westerners. These tendencies negatively influenceEastern people who occupy an inferior position. Eastern subordinates are less likely to purchaseluxury products because they anticipate negative repercussions from purchasing such products,whereas their Western counterparts do not show the same purchasing habits. This studysuggests implications for the academy and marketing managers.