The Contrasting Effects of Culture on Consumer Tolerance: Interpersonal Face and Impersonal Fate
AbstractThis research highlights two cultural tendencies—concern for face and belief in fate—that are characteristic of Asian (vs. Western) consumers. In three cross‐cultural 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.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 36 (2009)
Issue (Month): 2 ()
Pages: 292 - 304
Contact details of provider:
Web page: http://www.journals.uchicago.edu/JCR/
You can help add them by filling out this form.
CitEc Project, subscribe to its RSS feed for this item.
- Wan, Lisa C., 2013. "Culture's impact on consumer complaining responses to embarrassing service failure," Journal of Business Research, Elsevier, vol. 66(3), pages 298-305.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division).
If references are entirely missing, you can add them using this form.