Approach or Avoidance? The Dual Role of Face in Fashion Consumption

In recent years, the fashion market in China has greatly expanded. However, little is known about why Chinese consumers purchase fashion products. Drawing on the theory of social motivation, this research proposes that face affects fashion consumption but that it exerts two contrasting effects, depending on the type of consumers’ motivation regarding face. Specifically, when consumers desire to gain face, they are more motivated to choose fashion products than those in the control condition (i.e., not primed with the desire to gain face). In contrast, when consumers fear losing face, they are demotivated to buy fashion products compared with those in the control condition (i.e., not primed with the fear of losing face). Data from a survey study (Study 1) and two experiments (Studies 2a and 2 b) provide consistent support for the dual impact of face on fashion consumption. Moreover, these effects are shown to be driven by the need for uniqueness (Studies 2a and 2 b). Finally, Studies 3a and 3 b find that such face-fashion effects exist when the context is public but not when it is private.