Seeking similarity or Reserving Differences:How Face Facilitate or Restrict Consumer’s Need for Uniqueness
WANG Chang-Zheng, ZHOU Xue-Chun, HUANG Min-Xue
WANG Chang-Zheng, Economics and Management School of Wuhan University, Professor
ZHOU Xue-Chun, Corresponding author, Economics and Management School of Wuhan University, Doctoral student
HUANG Min-Xue, Economics and Management School of Wuhan University, Professor
WANG Chang-Zheng, ZHOU Xue-Chun, HUANG Min-Xue. Seeking similarity or Reserving Differences:How Face Facilitate or Restrict Consumer’s Need for Uniqueness[J]. Journal of Marketing Science.