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

    10 Downloads (Pure)


    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
    Country/TerritoryUnited States
    Internet address


    Dive into the research topics of 'The two different effects of Chinese traditional culture on luxury consumption: Face and harmony'. Together they form a unique fingerprint.

    Cite this