The Contrasting Effects of Culture on Consumer Tolerance: Interpersonal Face and Impersonal Fate

Abstract

This 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.

Love for Luxury, Preference for Counterfeits –A Qualitative Study in Counterfeit Luxury Consumption in China

“…It contributes to people's socially defined aspect of self, which is usually considered as tightly related to Chinese culture (Chan et al, 2009;Yau, 1988). Maintaining face is regarded as an important goal in social interactions (White et al, 2004).…”

Asia’s materialists: Reconciling collectivism and materialism

“…For example, the gift-giving tradition in East Asia dictates that a gift purchase should take into consideration the gift receiver's financial position to prevent both parties from losing face when the receiver is unable to reciprocate with a similar value gift. Consequently, consumers tend to opt for materialistic purchases that are safe and appropriate for maintaining good social interaction (Bao, Zhou, & Su, 2003;Chan, Wan, & Sin, 2009;Liao & Wang, 2009).…”

A pleasant surprise or injury plus insult? : consumers' (dis)satisfaction with recovery strategies for service failure

“…As a kind of nonsocial resource (Chan et al, 2009), time is associated with emotions when making choices (Lee et al, 2009(Lee et al, , 2011, especially in experience-related consumptions (Leclerc et al, 1995). In both studies using the restaurant context, consumers indeed expected more apology as a kind of emotional compensation, especially when they were framed with time-loss.…”

“…social failure and nonsocial failure (Chan et al, 2009). Social failure specifies the loss of social resource, due to the "interaction with the service staff" (e.g.…”

“…More importantly, it provides a better way to define the loss of time. While the nature of time is unique and has emotional clues attached to it (Lee et al, 2009(Lee et al, , 2011, it may also be regarded as nonsocial failure (Chan et al, 2009). Therefore, the perception of time and definition of service failures can be a controversial but an important issue for future research.…”