Face consciousness and risk aversion: Do they affect consumer decision-making?
Face consciousness and risk aversion: Do they affect consumer decision-making?
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DOI：
10.1002/mar.10094
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发表时间：
2003-08-01
影响因子：
6.7
通讯作者：
Su, CT
中科院分区：
文献类型：
--
作者：
Bao, YQ;Zhou, KZ;Su, CT
本文探讨了面子意识和风险厌恶两个文化维度对消费者决策风格的影响。来自中国和美国的数据显示，美国消费者与中国的消费者在决策风格上存在差异。面子意识和风险厌恶似乎是造成这种差异的原因之一。并讨论了对未来研究的启示。(C)2003年威利期刊公司。
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.