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| Author: | Bao, Y. Zheng Zhou, K. Chenting, S. |
| Title: | Face consciusness and risk aversion: do they affect consumer decision making |
| Journal: | Psychology & Marketing
2003 : VOL 20:8, p. 733-755 |
| Index terms: | DECISION MAKING RISK AVERSION |
| Language: | eng |
| Abstract: | This article examines two cultural dimensions; face consciousness and risk aversion on consumers´s decision making styles. Data is from China and the United States and it shows that consumers in these two countries differ in their decision-making styles. Article includes also implications for future research. |
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