Face consciousness and risk aversion: Do they affect consumer decision-making?

被引：284

作者：

Bao, YQ ^{[1
]}

Zhou, KZ

Su, CT

机构：

[1] Univ Alabama, Coll Adm Sci, Huntsville, AL 35899 USA

[2] Univ Hong Kong, Hong Kong, Hong Kong, Peoples R China

[3] City Univ Hong Kong, Hong Kong, Hong Kong, Peoples R China

来源：

PSYCHOLOGY & MARKETING | 2003年 / 20卷 / 08期

关键词：

D O I：

10.1002/mar.10094

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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. (C) 2003 Wiley Periodicals, Inc.

引用

页码：733 / 755

页数：23

共 53 条

[1] STRUCTURAL EQUATION MODELING IN PRACTICE - A REVIEW AND RECOMMENDED 2-STEP APPROACH [J].