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

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

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

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

Management and Marketing

Research output: Book chapter/Published conference paper › Conference paper › peer-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 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	United States
City	Jacksonville
Period	07/10/10 → 10/10/10
Internet address	https://web.archive.org/web/20100203022228/http://www.acrweb.org/acr/Public/index.aspx (Conference website)

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Sun, G., Winzar, H., Chen, J., & D'Alessandro, S. (2011). The two different effects of Chinese traditional culture on luxury consumption: Face and harmony. In Z. Yi, J. J. Xiao, J. Cotte, & L. Price (Eds.), Association for Consumer Research Conference Proceedings: Asia-Pacific Advances in Consumer Research, volume 9 (Vol. 9, pp. 362-369). (Asia-Pacific Advances in Consumer Research; Vol. 9). Association for Consumer Research. http://www.acrwebsite.org/volumes/1009044/volumes/ap09/AP-09

Sun, Gong ; Winzar, Hume ; Chen, Jun ; D'Alessandro, Steven. / The two different effects of Chinese traditional culture on luxury consumption : Face and harmony. Association for Consumer Research Conference Proceedings: Asia-Pacific Advances in Consumer Research, volume 9. editor / Zhihong Yi ; Jing Jian Xiao ; June Cotte ; Linda Price. Vol. 9 Dulth, MN, USA : Association for Consumer Research, 2011. pp. 362-369 (Asia-Pacific Advances in Consumer Research).

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title = "The two different effects of Chinese traditional culture on luxury consumption: Face and harmony",

abstract = "This paper explores the different effects of two Chinese traditional cultural values on individuals{\textquoteright} 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. ",

author = "Gong Sun and Hume Winzar and Jun Chen and Steven D'Alessandro",

year = "2011",

language = "English",

volume = "9",

series = "Asia-Pacific Advances in Consumer Research",

publisher = "Association for Consumer Research",

pages = "362--369",

editor = "Zhihong Yi and Xiao, {Jing Jian} and June Cotte and Linda Price",

booktitle = "Association for Consumer Research Conference Proceedings",

note = "Association for Consumer Research annual conference, ACR North American Conference ; Conference date: 07-10-2010 Through 10-10-2010",

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Sun, G, Winzar, H, Chen, J & D'Alessandro, S 2011, The two different effects of Chinese traditional culture on luxury consumption: Face and harmony. in Z Yi, JJ Xiao, J Cotte & L Price (eds), Association for Consumer Research Conference Proceedings: Asia-Pacific Advances in Consumer Research, volume 9. vol. 9, Asia-Pacific Advances in Consumer Research, vol. 9, Association for Consumer Research, Dulth, MN, USA, pp. 362-369, Association for Consumer Research annual conference, Jacksonville, United States, 07/10/10. <http://www.acrwebsite.org/volumes/1009044/volumes/ap09/AP-09>

The two different effects of Chinese traditional culture on luxury consumption : Face and harmony. / Sun, Gong; Winzar, Hume; Chen, Jun; D'Alessandro, Steven.

Association for Consumer Research Conference Proceedings: Asia-Pacific Advances in Consumer Research, volume 9. ed. / Zhihong Yi; Jing Jian Xiao; June Cotte; Linda Price. Vol. 9 Dulth, MN, USA : Association for Consumer Research, 2011. p. 362-369 (Asia-Pacific Advances in Consumer Research; Vol. 9).

Research output: Book chapter/Published conference paper › Conference paper › peer-review

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AB - 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.

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UR - https://web.archive.org/web/20100203022228/http://www.acrweb.org/acr/Public/index.aspx

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Sun G, Winzar H, Chen J, D'Alessandro S. The two different effects of Chinese traditional culture on luxury consumption: Face and harmony. In Yi Z, Xiao JJ, Cotte J, Price L, editors, Association for Consumer Research Conference Proceedings: Asia-Pacific Advances in Consumer Research, volume 9. Vol. 9. Dulth, MN, USA: Association for Consumer Research. 2011. p. 362-369. (Asia-Pacific Advances in Consumer Research).