Face Consciousness and Risk Aversion : Do They Affect Consumer Decision-Making?
Research output: Journal Publications and Reviews (RGC: 21, 22, 62) › 21_Publication in refereed journal › peer-review
Author(s)
Related Research Unit(s)
Detail(s)
| Original language | English |
|---|---|
| Pages (from-to) | 733-755 |
| Journal / Publication | Psychology and Marketing |
| Volume | 20 |
| Issue number | 8 |
| Publication status | Published - Aug 2003 |
Link(s)
Abstract
This article explores the effects of two cultural dimensions, face consciousness and risk aversion, on consumers' decision-making styles. Data from China and the United States show that consumers in the United States differ from their counterparts in China in decision-making styles. Face consciousness and risk aversion appear to contribute to such divergence. Implications for future research are discussed. © 2003 Wiley Periodicals, Inc.
Citation Format(s)
Face Consciousness and Risk Aversion : Do They Affect Consumer Decision-Making? / Bao, Yeqing; Zhou, Kevin Zheng; Su, Chenting.
In: Psychology and Marketing, Vol. 20, No. 8, 08.2003, p. 733-755.Research output: Journal Publications and Reviews (RGC: 21, 22, 62) › 21_Publication in refereed journal › peer-review
