12-B: Interpersonal Face: a Major Motivation For Luxury Consumption in Asia

We investigate whether face affects consumers’ desires for luxury consumption. Across three experiments we show that interpersonal face as well as authentic pride is a critical factor in Asia, and that Asian consumers are willing to pay a face premium. Marketers need to formulate a strategic plan to elicit face motivation for Asian consumers.


Jung-Han Chung and Young-Won Ha (2017) ,"12-B: Interpersonal Face: a Major Motivation For Luxury Consumption in Asia", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1021-1021.


Jung-Han Chung, Sogang University, South Korea
Young-Won Ha, Sogang University, South Korea


NA - Advances in Consumer Research Volume 45 | 2017

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