Public face and private thrift in Chinese consumer behaviour

The concept of face, or mianzi, is quite important in C hinese culture. We examine how public face and private thrift together affect C hinese consumer shopping behaviour based on the results of a survey of nearly 400 C hinese consumers under the age of 40. When a product is used in public or the behaviour occurs in a public place, C hinese consumers are typically willing to spend more money than if a product or service is used in a private place or at home. In addition, non‐ C hinese or W estern brands do not mean more ‘face’ to C hinese consumers. Instead, it is the expense of the item that matters most with the ultimate goal of being praised by others.