The Effect of Face Pressure on Chinese Consumer Decision-Making

Karthik Easwar, Ohio State University, USA
Robert Burnkrant, Ohio State University, USA
This research links two areas of research that suffer from minimal exploration, cross-cultural decision-making and face. We demonstrate that face is a crucial determinant of Chinese consumer behavior that explains behavior over and above the standard components of the TRA model.
[ to cite ]:
Karthik Easwar and Robert Burnkrant (2012) ,"The Effect of Face Pressure on Chinese Consumer Decision-Making", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1117-1117.