Ny. Wong et Ac. Ahuvia, PERSONAL TASTE AND FAMILY FACE - LUXURY CONSUMPTION IN CONFUCIAN AND WESTERN SOCIETIES, Psychology & marketing, 15(5), 1998, pp. 423-441
East Asia is currently the biggest market for luxury and prestige bran
ds from the West. This article examines the cultural factors that lie
behind this phenomenon and, based on distinctions between Southeast As
ian and Western cultures, explores how the practice of luxury consumpt
ion differs in these cultures. As part of this examination, self-conce
pt theory is reviewed and integrated in a cross-cultural consumption m
odel. Conceptual linkages between existing theories of materialism and
conspicuous consumption, are noted. (C) 1998 John Wiley & Sons, Inc.