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East Asia is fast becoming the world’s largest brand-name luxury goods market. This study develops the concept of face and face consumption to explain why Asian consumers possess strong appetites for luxury products despite their relatively low income. This paper distinguishes the concept of face from a closely related construct. | International Journal of Market Research Vol. 49 Issue 2 How face influences consumption A comparative study of American and Chinese consumers Julie Juan Li Chenting Su City University of Hong Kong East Asia is fast becoming the world s largest brand-name luxury goods market. This study develops the concept of face and face consumption to explain why Asian consumers possess strong appetites for luxury products despite their relatively low income. This paper distinguishes the concept of face from a closely related construct prestige and examines the influence of face on consumer behaviours in the United States and China. Due to the heavy influence of face Asian consumers believe they must purchase luxury products to enhance maintain or save face. Accordingly face consumption has three unique characteristics conformity distinctiveness and other-orientation. The results of a cross-cultural survey support the existence of these three subdimensions and show that Chinese consumers are more likely to be influenced by their reference groups than are American consumers. Furthermore they tend to relate product brands and price to face more heavily than do their US counterparts. In addition Chinese consumers are more likely to consider the prestige of the products in other-oriented consumption than are their American counterparts. With its substantial population and growing economy East Asia is fast becoming the world s largest brand-name luxury goods market Wong Ahuvia 1998 Jiang 2005 . East Asians have been found to be avaricious luxury consumers - it is not unusual to see Malaysians spending huge sums of money on weddings to which the guests arrive in limousines Chinese consumers wearing extremely expensive suits and watches and Japanese consumers flooding Louis Vuitton showrooms. As Ram 1994 notes Asian consumers demand for luxury products extends beyond watches and cognac to include a wide range of high-price consumer items even if they may not have secured adequate food
