search query: @indexterm cross-cultural studies / total: 85
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| Author: | Juan Li, J. Su, C. |
| Title: | How face influences consumption: a comparative study of American and Chinese consumers |
| Journal: | International Journal of Market Research
2007 : VOL.49:2,p. 237-256 |
| Index terms: | America Asia brands cross-cultural studies luxury goods reference groups |
| Freeterms: | face consumption |
| Language: | eng |
| Abstract: | This article develops the concept of face and face consumption, especially in the Asian markets of luxury products. The concept is developed to explain why Asia is becoming the largest market for brand-name luxury goods and why Asian consumers are buying the products despite their relatively low income. The concept of face consumption includes conformity, distinctiveness and other-orientation. It is shown that Chinese consumers appear to be more influenced by their reference groups than are American consumers. |
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