How face influences consumption - a comparative study of American and Chinese consumers

East Asia is fast becoming the world’s largest brand-name luxury goods market. This study develops the concept of face and face consumption to explain why Asian consumers possess strong appetites for luxury products despite their relatively low income.
  

How face influences consumption – a comparative study of American and Chinese consumers

Julie Juan Li and Chenting SuCity University of Hong Kong

With its substantial population and growing economy, East Asia is fast becoming the world's largest brand-name luxury goods market (Wong & Ahuvia 1998; Jiang 2005). East Asians have been found to be avaricious luxury consumers – it is not unusual to see Malaysians spending huge sums of money on weddings to which the guests arrive in limousines, Chinese consumers wearing extremely expensive suits and watches, and Japanese consumers flooding Louis Vuitton showrooms....

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