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 journalNot applicablepeer-review

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Original languageEnglish
Pages (from-to)733-755
Journal / PublicationPsychology and Marketing
Volume20
Issue number8
Publication statusPublished - Aug 2003

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 journalNot applicablepeer-review