✦ LIBER ✦
Face consciousness and risk aversion: Do they affect consumer decision-making?
✍ Scribed by Yeqing Bao; Kevin Zheng Zhou; Chenting Su
- Publisher
- John Wiley and Sons
- Year
- 2003
- Tongue
- English
- Weight
- 132 KB
- Volume
- 20
- Category
- Article
- ISSN
- 0742-6046
No coin nor oath required. For personal study only.
✦ Synopsis
Abstract
This article explores the effects of two cultural dimensions, face consciousness and risk aversion, on consumers' decision‐making styles. Data from China and the United States show that consumers in the United States differ from their counterparts in China in decision‐making styles. Face consciousness and risk aversion appear to contribute to such divergence. Implications for future research are discussed. © 2003 Wiley Periodicals, Inc.