The Two Different Effects of Chinese Traditional Culture on Luxury Consumption: Face and Harmony

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.



Citation:

Gong Sun, Jun Chen, Steven D'Alessandro, and Hume Winzar (2011) ,"The Two Different Effects of Chinese Traditional Culture on Luxury Consumption: Face and Harmony", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 362-369.

Authors

Gong Sun, Macquarie University, Australia
Jun Chen, Shanghai Jiao Tong University, China
Steven D'Alessandro, Macquarie University, Australia
Hume Winzar, Macquarie University, Australia



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011



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