Featured Research

from universities, journals, and other organizations

Fate And 'Face': Cultural Differences Lead To Different Consumer Approaches

Date:
February 23, 2009
Source:
University of Chicago Press Journals
Summary:
If an airline flight is delayed, Asian consumers might take it in stride. But those same passengers might be unhappy if the flight attendants are rude or inattentive. And Western consumers might react differently, according to a new study.

If an airline flight is delayed, Asian consumers might take it in stride. But those same passengers might be unhappy if the flight attendants are rude or inattentive. And Western consumers might react differently, according to a new study in the Journal of Consumer Research.

Authors Haksin Chan (The Chinese University of Hong Kong), Lisa C. Wan (Lingnan University), and Leo Y. M. Sin (The Chinese University of Hong Kong) believe these generalizations stem from different cultural approaches to the concepts of "fate" and "face."

"As compared to Western consumers, Asian consumers have a stronger belief in fate (an impersonal power that is thought to bring about different events and outcomes) and are more concerned with face (a positive image of the self that is affirmed through interpersonal interactions)" write the authors.

By paying more attention to their perceived fatalism, some literature characterizes Asian consumers as less demanding or more easily satisfied than Westerners. But the authors believe that's only half the picture. "In many Asian cultures, face is a major concern in social interactions, as evidenced by the traditional emphasis on etiquette and manners. We hypothesize that Asian consumers have a higher tolerance only for nonsocial failures," the authors explain.

The researchers created three cross-cultural studies that involved a restaurant, a movie theater, and a computer repair service. They chose these examples because both social and nonsocial failures occur at high frequencies in these service contexts. In all the studies, they found that Asian consumers were more tolerant of nonsocial failures and Americans were more tolerant of social failures. Interestingly, the researchers found that fate-suggestive brands (such as Lucky Star) increased the Asian consumers' tolerance for fate and increased their tolerance for social failures.

The research offers general guidelines for designing services to please consumers in different cultures. "In particular, hospitality managers should heed Asian consumers' concern for face when designing new services and promotional campaigns," the authors write.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Haksin Chan, Lisa C. Wan, and Leo Y. M. Sin. The Contrasting Effects of Culture on Consumer Tolerance: Interpersonal Face and Impersonal Fate. Journal of Consumer Research, 2009; 090204073418045 DOI: 10.1086/597329

Cite This Page:

University of Chicago Press Journals. "Fate And 'Face': Cultural Differences Lead To Different Consumer Approaches." ScienceDaily. ScienceDaily, 23 February 2009. <www.sciencedaily.com/releases/2009/02/090223221437.htm>.
University of Chicago Press Journals. (2009, February 23). Fate And 'Face': Cultural Differences Lead To Different Consumer Approaches. ScienceDaily. Retrieved September 2, 2014 from www.sciencedaily.com/releases/2009/02/090223221437.htm
University of Chicago Press Journals. "Fate And 'Face': Cultural Differences Lead To Different Consumer Approaches." ScienceDaily. www.sciencedaily.com/releases/2009/02/090223221437.htm (accessed September 2, 2014).

Share This




More Science & Society News

Tuesday, September 2, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Get on Your Bike! London Cycling Popularity Soars Despite Danger

Get on Your Bike! London Cycling Popularity Soars Despite Danger

AFP (Sep. 1, 2014) Wedged between buses, lorries and cars, cycling in London isn't for the faint hearted. Nevertheless the number of people choosing to bike in the British capital has doubled over the past 15 years. Duration: 02:27 Video provided by AFP
Powered by NewsLook.com
Thailand Totters Towards Waste Crisis

Thailand Totters Towards Waste Crisis

AFP (Sep. 1, 2014) Fears are mounting in Bangkok that poor planning and lax law enforcement are tipping Thailand towards a waste crisis. Duration: 01:21 Video provided by AFP
Powered by NewsLook.com
California Passes 'yes-Means-Yes' Campus Sexual Assault Bill

California Passes 'yes-Means-Yes' Campus Sexual Assault Bill

Reuters - US Online Video (Aug. 30, 2014) California lawmakers pass a bill requiring universities to adopt "affirmative consent" language in their definitions of consensual sex, part of a nationwide drive to curb sexual assault on campuses. Linda So reports. Video provided by Reuters
Powered by NewsLook.com
Young Entrepreneurs Get $100,000, If They Quit School

Young Entrepreneurs Get $100,000, If They Quit School

AFP (Aug. 29, 2014) Twenty college-age students are getting 100,000 dollars from a Silicon Valley leader and a chance to live in San Francisco in order to work on the start-up project of their dreams, but they have to quit school first. Duration: 02:20 Video provided by AFP
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins