Approach Or Avoidance? the Dual Role of Face in Fashion Consumption

We propose face affects fashion consumption in two ways. Desire to gain face boosts fashion consumption, whereas fear of losing face demotivates it. Moreover, these effects are mediated by need for uniqueness and moderated by social visibility. Data from one survey and four experiments provide support for these hypotheses.



Citation:

Wangshuai Wang and Xin-an Zhang (2016) ,"Approach Or Avoidance? the Dual Role of Face in Fashion Consumption", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 764-764.

Authors

Wangshuai Wang, Shanghai Jiao Tong University, China
Xin-an Zhang, Shanghai Jiao Tong University, China



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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