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

Gong Sun, Jun Chen, Jie Li*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

30 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)349-353
Number of pages5
JournalInternational Journal of Psychology
Volume52
Issue number5
DOIs
Publication statusPublished - Oct 2017
Externally publishedYes

Keywords

  • China
  • Face consciousness
  • Need for uniqueness
  • Status consumption

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