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Public face and private thrift in C hinese consumer behaviour
Author(s) -
Lin Li,
Xi Dong,
Lueptow Richard M.
Publication year - 2013
Publication title -
international journal of consumer studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 1470-6423
DOI - 10.1111/ijcs.12023
Subject(s) - face (sociological concept) , product (mathematics) , business , marketing , affect (linguistics) , private label , advertising , service (business) , consumer behaviour , psychology , sociology , social science , geometry , mathematics , communication
Abstract The concept of face, or mianzi, is quite important in C hinese culture. We examine how public face and private thrift together affect C hinese consumer shopping behaviour based on the results of a survey of nearly 400 C hinese consumers under the age of 40. When a product is used in public or the behaviour occurs in a public place, C hinese consumers are typically willing to spend more money than if a product or service is used in a private place or at home. In addition, non‐ C hinese or W estern brands do not mean more ‘face’ to C hinese consumers. Instead, it is the expense of the item that matters most with the ultimate goal of being praised by others.