Pride versus Face: What Motivates Asian Consumers’ Luxury Purchase?
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This article examines the motivations that affect consumers’ desire for luxury goods and reveals the similarities and differences between Asian and Western behaviors. The current research demonstrates that authentic pride affects consumers’ desire for luxury purchase in both cultures. This paper also shows that concern for face more strongly affects Asian (vs. Western) consumers’ desire for luxury purchases, and this effect is moderated by the tendency for social comparison. Finally, this research provides evidence that ‘face premium’ is higher than ‘envy premium’ for luxury products in Asia. These findings imply that luxury brand marketers should focus on strategic plans that could stimulate concern for face in Asian markets.
Abstract
This article examines the motivations that affect consumers’ desire for luxury goods and reveals the similarities and differences between Asian and Western behaviors. The current research demonstrates that authentic pride affects consumers’ desire for luxury purchase in both cultures. This paper also shows that concern for face more strongly affects Asian (vs. Western) consumers’ desire for luxury purchases, and this effect is moderated by the tendency for social comparison. Finally, this research provides evidence that ‘face premium’ is higher than ‘envy premium’ for luxury products in Asia. These findings imply that luxury brand marketers should focus on strategic plans that could stimulate concern for face in Asian markets.
참고문헌 (28)
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