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Harmonization Processes and Relational Meanings in Constructing Asian Weddings

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  • Thuc-Doan T. Nguyen
  • Russell W. Belk

Abstract

Using multimethod data on wedding consumption, this research highlights the pursuit of harmonization as a dynamic and never-ending process that can happen within individuals, between human beings, and among different entities in the world. While prior research on harmony has treated the construct as a core value of Chinese culture or a set of abstract principles that guide consumer behavior, the focus here is on how harmonization happens, the conditions under which harmonization is either promoted or defeated, and the benefits resulting from harmonization that keep people involved in the process of creating it. This examination of Vietnamese weddings demystifies the myth that Asian consumers sacrifice individual preferences and bow to collective interests, explains how face influences Asian consumer behavior, and provides an extension of Richins's categories or levels of consumption meaning.

Suggested Citation

  • Thuc-Doan T. Nguyen & Russell W. Belk, 2013. "Harmonization Processes and Relational Meanings in Constructing Asian Weddings," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(3), pages 518-538.
    • Handle: RePEc:oup:jconrs:doi:10.1086/671464
    DOI: 10.1086/671464
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    Cited by:

    1. Nguyen, Nhat Nguyen & Özçaglar-Toulouse, Nil & Kjeldgaard, Dannie, 2018. "Toward an understanding of young consumers' daily consumption practices in post-Doi Moi Vietnam," Journal of Business Research, Elsevier, vol. 86(C), pages 490-500.
    2. Ozanne, Lucie K. & Ozanne, Julie L., 2020. "The power of sharing to support consumers through liminality," Australasian marketing journal, Elsevier, vol. 28(3), pages 34-41.
    3. Quintão, Ronan Torres & Brito, Eliane Pereira Zamith & Belk, Russell W., 2017. "Ritual de transformação do gosto no mercado dos cafés especiais," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 57(5), October.

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