Consumer Behavior

Deciphering ‘Dupe’: Cross-Cultural Interpretation between Western and Korean Consumers

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Abstract

The growing popularity of “dupes”—low-cost alternatives to luxury goods—has reshaped consumer interpretations of imitation products, yet little is known about how this meaning varies across cultures. Using McCracken’s (1986) cultural meaning transfer model, this study examines Western and Korean consumers’ perceptions of dupes by analyzing 5,118 YouTube comments using text mining. Latent Dirichlet Allocation reveals that English-speaking consumers emphasize enthusiasm, brand discussion, and design features, reflecting reduced ethical concern around imitation goods. In contrast, Korean consumers focus on authenticity, price consciousness, and ethical risks, suggesting that the term dupe remains closely associated with counterfeit meanings. Findings suggest that the cultural meaning of dupe has diffused within Western contexts but not in Korea. These insights highlight the importance of cultural sensitivity for retailers marketing imitation or dupe products.

Keywords: Dupe, luxury consumption, cross-cultural perception, text mining, dupe

How to Cite:

Lee, Y. & Ha, S., (2025) “Deciphering ‘Dupe’: Cross-Cultural Interpretation between Western and Korean Consumers”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21617