The Effect of Face Pressure on Chinese Consumer Decision-Making
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.
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 Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1117-1117.
Karthik Easwar, Ohio State University, USA
Robert Burnkrant, Ohio State University, USA
NA - Advances in Consumer Research Volume 40 | 2012
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