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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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
Number of pages7
Publication statusPublished - 2011
EventAssociation for Consumer Research annual conference - Hyatt Regency Riverfront, Jacksonville, United States
Duration: 07 Oct 201010 Oct 2010 (Conference website)

Publication series

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


ConferenceAssociation for Consumer Research annual conference
Abbreviated titleACR North American Conference
CountryUnited States
Internet address

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