The two different effects of Chinese traditional culture on luxury consumption: Face and harmony

Gong Sun, Hume Winzar, Jun Chen, Steven D'Alessandro

Research output: Book chapter/Published conference paperConference paperpeer-review

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Abstract

This paper explores the different effects of two Chinese traditional cultural values on individuals’ materialism and desire towards luxury products. Specifically, face (mianzi) positively influences luxury products desire through materialism; harmony (hexie) moderates the relationship between materialism and luxury products desire in such a way that the relationship is stronger for those lower, rather than higher, in harmony. This research demonstrates the multidimensionality of cultural influence and points to the need for a sharper focus in developing consumer behavior theory based on Chinese (Eastern) society.
Original languageEnglish
Title of host publicationAssociation for Consumer Research Conference Proceedings
Subtitle of host publicationAsia-Pacific Advances in Consumer Research, volume 9
EditorsZhihong Yi, Jing Jian Xiao, June Cotte, Linda Price
Place of PublicationDulth, MN, USA
PublisherAssociation for Consumer Research
Pages362-369
Number of pages7
Volume9
Publication statusPublished - 2011
EventAssociation for Consumer Research annual conference - Hyatt Regency Riverfront, Jacksonville, United States
Duration: 07 Oct 201010 Oct 2010
https://web.archive.org/web/20100203022228/http://www.acrweb.org/acr/Public/index.aspx (Conference website)

Publication series

NameAsia-Pacific Advances in Consumer Research
PublisherAssociation for Consumer Research,
Volume9

Conference

ConferenceAssociation for Consumer Research annual conference
Abbreviated titleACR North American Conference
CountryUnited States
CityJacksonville
Period07/10/1010/10/10
Internet address

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