The Two different effects of Chinese traditional culture on luxury consumption : face and harmony | Macquarie University ResearchOnline

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Title: The Two different effects of Chinese traditional culture on luxury consumption : face and harmony
Related: Asia-Pacific Conference of the Association for Consumer Research (6th : 2011) (16 - 18 June 2011 : Beijing, China)
Related: Yi, Zhihong; Xiao, Jing Jian, Cotte, June and Price, Linda. Asia-Pacific advances in consumer research, Vol. 9, p.361-368
Publisher: Duluth, MN : Association for Consumer Research
Date: 2011
Author/Creator: Sun, Gong
Author/Creator: Chen, Jun
Author/Creator: D'Alessandro, Steven
Author/Creator: Winzar, Hume
Description: 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 building consumer behavior theory based on Chinese (Eastern) society.
Description: 8 page(s)
Resource Type: conference paper
Organisation: Macquarie University. Dept. of Marketing and Management

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