Journal of Marketing Science

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Seeking similarity or Reserving Differences:How Face Facilitate or Restrict Consumer’s Need for Uniqueness

WANG Chang-Zheng, ZHOU Xue-Chun, HUANG Min-Xue   

  1. 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
  • Online:2012-12-01 Published:2013-03-20


Chinese face refers to reputation, others’ respect or compliance which is gained through self-representation and role-playing. The current research identifies and distinguishes the four dimensions of face construct: personal identity-face, family identity-face, friend identity-face, and occupational identity-face. Based on this, we discuss and investigate the influence of the four different face dimensions on consumer’s need for uniqueness (CNFU). The result shows that the influence paths and directions are differences. Specifically, personal identity-face and family identity-face restrain CNFU through promoting interdependent self-construal, and friend identity-face and occupational identity-face facilitate CNFU through enhancing consumer’s susceptibility to normal influence. These findings are useful for clarify contemporary Chinese individuality-seeking consumption and conformity consumption behavior, and will shed light on firm strategic practices, such as brand positioning and product communication.

Key words: Face, Self-Construal, Normative Influence, Consumer’s Need for Uniqueness