How Do Self-Face Concerns Affect Unethical Consumer Behavior in a Chinese Cultural Context?

This study attempts to alleviate important gaps in the literature by examining how self-face concerns affect unethical consumer behaviors in a Chinese cultural context. Surprisingly, consumers who rate highly on self-face concerns are found to show more unethical behavioral intentions when their actions are not monitored.



Citation:

Miao (Vivian) Li and Harald van Heerde (2012) ,"How Do Self-Face Concerns Affect Unethical Consumer Behavior in a Chinese Cultural Context?", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 167-171.

Authors

Miao (Vivian) Li, Masters Student, University of Waikato, New Zealand
Harald van Heerde, Professor of Marketing, University of Waikato, New Zealand



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



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