Hyeong Min Kim

TL;DR: The authors showed that consumers' desire for counterfeit luxury brands hinges on the social motivations underlying their luxury brand preferences, and that the social functions served by consumers' luxury brand attitudes can be influenced by elements of the marketing mix, thus enabling marketers to curb the demand for counterfeit brands through specific marketing-mix actions.

TL;DR: This article found that materialists respond more favorably to a servant brand than to a partner brand when the brand is anthropomorphized (vs. objectified), and nonmaterialists respond less favorably to an anthropomorphic servant brand than do non-materialists.

TL;DR: In this article, the authors provide converging evidence for the joint effect of perceived economic mobility and socioeconomic status (SES) on compensatory behavior, such that low SES consumers who perceive low economic mobility seek more variety than other consumers.

TL;DR: In this article, the authors illustrate how perceived economic mobility moderates the linkage between materialism and impulsive spending, and they trace this effect to the self-regulation process of materialistic consumers such that when perceiving high economic mobility, these consumers regulate their behavior toward long-term financial success, sacrificing the pleasure of acquisitions in the present.

TL;DR: In this article, the effect of using a novel type of discount presentation (e.g., "Pay 60% of the regular price") on deal evaluations was examined, and compared it to that of an equivalent discount presentation commonly used in the U.S.