The Two different effects of Chinese traditional culture on luxury consumption: face and harmony

Gong Sun; Jun Chen; Steven D'Alessandro; Hume Winzar

The Two different effects of Chinese traditional culture on luxury consumption: face and harmony

Gong Sun, Jun Chen, Steven D'Alessandro, Hume Winzar

Department of Management

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

Abstract

This paper explores the different effects of two Chinese traditional cultural values on individuals' materialism and desire towards luxury products. Specifically, face (mianzi) positively influences luxury products desire through materialism; harmony (hexie) moderates the relationship between materialism and luxury products desire in such a way that the relationship is stronger for those lower, rather than higher, in harmony. This research demonstrates the multidimensionality of cultural influence and points to the need for a sharper focus in building consumer behavior theory based on Chinese (Eastern) society.

Original language	English
Title of host publication	Asia-Pacific advances in consumer research
Editors	Zhihong Yi, Jing Jian Xiao, June Cotte, Linda Price
Place of Publication	Duluth, MN
Publisher	Association for Consumer Research
Pages	361-368
Number of pages	8
Volume	9
ISBN (Print)	091555268X
Publication status	Published - 2011
Event	Asia-Pacific Conference of the Association for Consumer Research (6th : 2011) - Beijing, China Duration: 16 Jun 2011 → 18 Jun 2011

Conference

Conference	Asia-Pacific Conference of the Association for Consumer Research (6th : 2011)
City	Beijing, China
Period	16/06/11 → 18/06/11

Cite this

@inproceedings{ea1e9a51d2fa452397a15f5efde0e370,

title = "The Two different effects of Chinese traditional culture on luxury consumption: face and harmony",

abstract = "This paper explores the different effects of two Chinese traditional cultural values on individuals' materialism and desire towards luxury products. Specifically, face (mianzi) positively influences luxury products desire through materialism; harmony (hexie) moderates the relationship between materialism and luxury products desire in such a way that the relationship is stronger for those lower, rather than higher, in harmony. This research demonstrates the multidimensionality of cultural influence and points to the need for a sharper focus in building consumer behavior theory based on Chinese (Eastern) society.",

author = "Gong Sun and Jun Chen and Steven D'Alessandro and Hume Winzar",

year = "2011",

language = "English",

isbn = "091555268X",

volume = "9",

pages = "361--368",

editor = "Zhihong Yi and Xiao, {Jing Jian} and June Cotte and Linda Price",

booktitle = "Asia-Pacific advances in consumer research",

publisher = "Association for Consumer Research",

note = "Asia-Pacific Conference of the Association for Consumer Research (6th : 2011) ; Conference date: 16-06-2011 Through 18-06-2011",

}

Sun, G, Chen, J, D'Alessandro, S & Winzar, H 2011, The Two different effects of Chinese traditional culture on luxury consumption: face and harmony. in Z Yi, JJ Xiao, J Cotte & L Price (eds), Asia-Pacific advances in consumer research. vol. 9, Association for Consumer Research, Duluth, MN, pp. 361-368, Asia-Pacific Conference of the Association for Consumer Research (6th : 2011), Beijing, China, 16/06/11.

The Two different effects of Chinese traditional culture on luxury consumption: face and harmony. / Sun, Gong; Chen, Jun; D'Alessandro, Steven et al.
Asia-Pacific advances in consumer research. ed. / Zhihong Yi; Jing Jian Xiao; June Cotte; Linda Price. Vol. 9 Duluth, MN: Association for Consumer Research, 2011. p. 361-368.

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

TY - GEN

T1 - The Two different effects of Chinese traditional culture on luxury consumption

T2 - Asia-Pacific Conference of the Association for Consumer Research (6th : 2011)

AU - Sun, Gong

AU - Chen, Jun

AU - D'Alessandro, Steven

AU - Winzar, Hume

PY - 2011

Y1 - 2011

N2 - This paper explores the different effects of two Chinese traditional cultural values on individuals' materialism and desire towards luxury products. Specifically, face (mianzi) positively influences luxury products desire through materialism; harmony (hexie) moderates the relationship between materialism and luxury products desire in such a way that the relationship is stronger for those lower, rather than higher, in harmony. This research demonstrates the multidimensionality of cultural influence and points to the need for a sharper focus in building consumer behavior theory based on Chinese (Eastern) society.

AB - This paper explores the different effects of two Chinese traditional cultural values on individuals' materialism and desire towards luxury products. Specifically, face (mianzi) positively influences luxury products desire through materialism; harmony (hexie) moderates the relationship between materialism and luxury products desire in such a way that the relationship is stronger for those lower, rather than higher, in harmony. This research demonstrates the multidimensionality of cultural influence and points to the need for a sharper focus in building consumer behavior theory based on Chinese (Eastern) society.

M3 - Conference proceeding contribution

SN - 091555268X

VL - 9

SP - 361

EP - 368

BT - Asia-Pacific advances in consumer research

A2 - Yi, Zhihong

A2 - Xiao, Jing Jian

A2 - Cotte, June

A2 - Price, Linda

PB - Association for Consumer Research

CY - Duluth, MN

Y2 - 16 June 2011 through 18 June 2011

ER -

The Two different effects of Chinese traditional culture on luxury consumption: face and harmony

Abstract

Conference

Fingerprint

Cite this