The Measurement of Face Pressure and its Role in Consumer Behavior
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Date
2010-05
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Abstract
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.
Description
Business: 1st Place (The Ohio State University Edward F. Hayes Graduate Research Forum)
Keywords
Face, cross-cultural research