The Measurement of Face Pressure and its Role in Consumer Behavior
Year: 2010
Type: article
Study design: Observational Study
Abstract: Numerous Chinese academics have asserted that face, defined as prestige that one holds or that is\nrecognized by others through one's success or social position (Chan et al 2003), is vital to\nChinese consumer's decision-making, but there has been little empirical evidence to support that\nposition. As part of a cross cultural research program, we first develop a 6-item scale to measure\nface pressure. This scale is then used to measure the effect of face pressure on decision-making\nin both the US and China. As expected, face pressure does indeed prove to be a significant\npredictor of behavior intentions, both in the US and China. However, its role in the decisionmaking\nprocess is quite different in these two cultures. In China, face pressure stands on its own\nas an independent predictor of intentions, but in Western consumers its effects are mediated by\nthe better known concept of subjective norms.
Author: Karthikeya Easwar
Language: English
Subfield: Social Psychology
Field: Psychology
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W157195786