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...