Title

The contrasting effects of culture on consumer tolerance : interpersonal face and impersonal fate

Document Type

Journal article

Source Publication

Journal of Consumer Research

Publication Date

8-1-2009

Volume

36

Issue

2

First Page

292

Last Page

304

Keywords

Cross-Cultural Research, Services, Satisfaction, Experimental Design and Analysis (ANOVA)

Abstract

This research highlights two cultural tendencies"concern for face and belief in fate"that are characteristic of Asian (vs. Western) consumers. In three crosscultural studies on service failures, we show that these cultural tendencies have contrasting effects on consumer tolerance, such that Asian (vs. Western) consumers are more dissatisfied with social failures but less dissatisfied with nonsocial failures. We further demonstrate that these contrasting effects of culture are sensitive to pertinent contextual factors such as the presence of other consumers or a fate-suggestive brand name. Overall, our research evinces the multidimensionality of cultural influence and points to the need for a sharper focus in conceptualizing cross-cultural consumer behavior.

DOI

10.1086/597329

Print ISSN

00935301

Publisher Statement

Copyright © 2009 by JOURNAL OF CONSUMER RESEARCH. Access to external full text or publisher's version may require subscription.

Full-text Version

Publisher’s Version

Recommended Citation

Chan, H., Wan, L. C., & Sin, L. Y. M. (2009). The contrasting effects of culture on consumer tolerance: Interpersonal face and impersonal fate. Journal of Consumer Research, 36(2), 292-304. doi: 10.1086/597329

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