Face Consciousness and Moral Ambiguity
Consumers’ Willingness to Patronize Hospitality Knockoff Brands
Bibliographic Data
| ID | 12974340 |
|---|---|
| Authors | Basak Denizci Guillet (0000-0001-5883-1729, Griffith University, corresponding author), Anna S Mattila (0000-0001-8872-5521, Pennsylvania State University), Zixi Peng (0000-0001-7902-5515, Pennsylvania State University), Yixing Gao (0000-0001-6919-434X, Hong Kong Polytechnic University) |
| Year | 2024 |
| Volume | 21 |
| Issue | 1 |
| Pages | 69-86 |
| Publication date | 2024-02-11 |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of China Tourism Research (JOURNAL) |
| Journal identifiers | ISSN: 1938-8160 • E-ISSN: 1938-8179 |
| Publisher | Taylor & Francis (PUBLISHER • GB) |
| DOI | 10.1080/19388160.2024.2312979 |
| OpenAlex | W4391751292 |
| Language | EN |
| Citations received | 1 |
| References cited | 66 |
The purpose of this study is to examine consumers’ willingness to patronize retail knockoffs, taking Starbucks as an example. We make a connection between consumers’ willingness to patronize retail knockoffs and cultural variation in the form of tightness and looseness. The U.S. and China – two of the largest counterfeit and knockoff markets – represent loose and tight societies, respectively. Through a quasi-experiment design (nationality: Chinese vs. U.S.), findings reveal that in the context of this study, U.S. consumers are more willing to patronize retail knockoffs than their Chinese counterparts. In addition, the study shows that moral ambiguity and face consciousness act as mediators in influencing consumers’ willingness to patronize retail knockoffs. To the best of our knowledge, this is one of the first empirical studies on consumers’ willingness to patronize retail knockoffs in the hospitality industry, taking face consciousness and moral ambiguity into consideration
Advertising · Ambiguity · Business · Consciousness · Economics · Face (sociological concept · Hospitality · Political science · Social science · Sociology · Tourism · Willingness to pay · Computer Science · Consumer Behavior in Brand Consumption and Identification · Cultural Differences and Values · Psychology · Psychology of Moral and Emotional Judgment · Social Psychology · Marketing
The Theory of Dyadic Morality
Consistency Versus Licensing Effects of Past Moral Behavior
On the nature and importance of cultural tightness-looseness.
The Confucian Paradigm of Man
Why We Boycott
Differences Between Tight and Loose Cultures
How culture influences consumer creativity
Effects of “Face” Consciousness on Status Consumption among Chinese Consumers
Counterfeits or Shanzhai? The Role of Face and Brand Consciousness in Luxury Copycat Consumption
Research note
An initial analysis of the effects of face and concern for Other in chinese interpersonal communication
Facework competence in intercultural conflict
The Index of Cultural Tightness and Looseness Among 68 Countries
Culture and the self
Possessions and the Extended Self
Out-of-Category Brand Imitation
How Do Consumers React to Company Moral Transgressions? The Role of Power Distance Belief and Empathy for Victims
Gift Giving in Hong Kong and the Continuum of Social Ties
Face and Favor
| Highly cited | No |
|---|