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 language | English |
|---|---|
| Title of host publication | Association for Consumer Research Conference Proceedings |
| Subtitle of host publication | Asia-Pacific Advances in Consumer Research, volume 9 |
| Editors | Zhihong Yi, Jing Jian Xiao, June Cotte, Linda Price |
| Place of Publication | Dulth, MN, USA |
| Publisher | Association for Consumer Research |
| Pages | 362-369 |
| Number of pages | 7 |
| Volume | 9 |
| Publication status | Published - 2011 |
| Event | Association for Consumer Research annual conference - Hyatt Regency Riverfront, Jacksonville, United States Duration: 07 Oct 2010 → 10 Oct 2010 https://web.archive.org/web/20100203022228/http://www.acrweb.org/acr/Public/index.aspx (Conference website) |
Publication series
| Name | Asia-Pacific Advances in Consumer Research |
|---|---|
| Publisher | Association for Consumer Research, |
| Volume | 9 |
Conference
| Conference | Association for Consumer Research annual conference |
|---|---|
| Abbreviated title | ACR North American Conference |
| Country/Territory | United States |
| City | Jacksonville |
| Period | 07/10/10 → 10/10/10 |
| Internet address |
