Face consciousness and risk aversion: Do they affect consumer decision-making?

This article explores the effects of two cultural dimensions, face consciousness and risk aversion, on consumers' decision-making styles. Data from China and the United States show that consumers in the United States differ from their counterparts in China in decision-making styles. Face consciousness and risk aversion appear to contribute to such divergence. Implications for future research are discussed. (C) 2003 Wiley Periodicals, Inc.