The “we-Me” Culture: Marketing to Korean Consumers

Abstract

This paper is a focused examination of the parallel collectivistic and individualistic tendencies of South Korean consumers. The “We-Me” concept argues that the two seemingly countervailing tendencies can actually co-exist. The paper discusses the phenomenon, its underlying causes, and the strategic implications of how to market to such consumers.

Citation

Ryun Chang, D. (2007), "The “we-Me” Culture: Marketing to Korean Consumers", Taylor, C.R. and Lee, D.-H. (Ed.) Cross-Cultural Buyer Behavior (Advances in International Marketing, Vol. 18), Emerald Group Publishing Limited, Leeds, pp. 141-157. https://doi.org/10.1016/S1474-7979(06)18006-0