Need for uniqueness as a mediator of the relationship between face consciousness and status consumption in China |
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| Authors: | Gong Sun Jun Chen Jie Li |
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| Affiliation: | 1. Department of Marketing, Central University of Finance and Economics, Beijing, China;2. School of Media & Design, School of Continuing Education, Shanghai Jiao Tong University, Shanghai, China;3. School of Management, Shanghai University, Shanghai, China |
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| Abstract: | Strong economic development in China has led to a surge in status consumption as a means of gaining face. In Eastern culture, people interpret uniqueness as status distinction rather than separateness or deviance. This type of uniqueness can be used to meet others' expectations and gain social approval. Thus its relationship with face consciousness and status consumption is to be expected. This study investigates 2 hypotheses: (a) Face consciousness has a positive effect on status consumption and (b) Consumer need for uniqueness mediates the relationship between face consciousness and status consumption. Two‐hundred and forty‐six working respondents in eastern China completed a survey. Regression analysis of the results supported both hypotheses. |
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| Keywords: | China Face consciousness Need for uniqueness Status consumption |
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