Face consciousness and risk aversion: Do they affect consumer decision‐making?

Abstract This article explores the effects of two cultural dimensions, face consciousness and risk aversion, on consumers' decision‐making styles. Data from China and the United States show that consumers in the United States differ from their counterparts in China in decision‐making styles. Face consciousness and risk aversion appear to contribute to such divergence. Implications for future research are discussed. © 2003 Wiley Periodicals, Inc.