The Measurement of Face Pressure and its Role in Consumer Behavior
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Series/Report no.:2010 Edward F. Hayes Graduate Research Forum. 24th
Numerous Chinese academics have asserted that face, defined as prestige that one holds or that is recognized by others through one's success or social position (Chan et al 2003), is vital to Chinese consumer's decision-making, but there has been little empirical evidence to support that position. As part of a cross cultural research program, we first develop a 6-item scale to measure face pressure. This scale is then used to measure the effect of face pressure on decision-making in both the US and China. As expected, face pressure does indeed prove to be a significant predictor of behavior intentions, both in the US and China. However, its role in the decisionmaking process is quite different in these two cultures. In China, face pressure stands on its own as an independent predictor of intentions, but in Western consumers its effects are mediated by the better known concept of subjective norms.
Business: 1st Place (The Ohio State University Edward F. Hayes Graduate Research Forum)
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