Need for uniqueness as a mediator of the relationship between face consciousness and status consumption in China

Authors:
Gong Sun, Jun Chen, Jie Li
Published Online:
22 Sep 2015
DOI:
10.1002/ijop.12216
Pages:
349–353
Volume/Issue No:
Volume 52 Issue 5

Additional Options

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.

© 2015 International Union of Psychological Science