| Abstract |
| This paper attempts to find out the underlying factors of the consumer propensities salient to Korean consumers, and to identify how they influence consumers` attitudes toward the advertising for the world famous brands. The related literature refers face-consciousness trait, boast trait and ritualism trait to the main research objectives of this research. As results, 3 underlying factors are found to underly the `face-consciousness`, 6 factors to `boast`, and 2 factors to `ritualism` trait. Ritualism trait is found to divide into intrinsic and extrinsic factors. Multiple regression analysis reports that `ritualism` trait has a significant influence over the consumer`s attitudes toward the advertising for the famous brands, and boast trait has the same effects as well though with less statistical weight. The paper`s findings suggests academically that we need more serious research endeavor to understand consumption propensities that are salient to Korean consumers. And, they also imply that advertising creative director would implement the knowledge in developing creative strategy for brand advertising. |
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| Key Words |
| 소비성향, 명품, 광고태도, Consumer Propensity, Luxury Brand, Attitudes toward the Advertising(Aad) |
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