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Harmonization Processes and Relational Meanings in Constructing Asian Weddings

Bibliographic Data

ID2223484
AuthorsThuc‐doan T Nguyen, Thuc-Doan T Nguyen, Russell William Belk (0000-0001-6674-9792, California State University, Long Beach)
Year2013
Volume40
Issue3
Pages518-538
Publication date2013-10-01
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueJournal of Consumer Research (JOURNAL)
Journal identifiersISSN: 0093-5301 • E-ISSN: 1537-5277
PublisherOxford University Press (OUP) (PUBLISHER)
DOI10.1086/671464
OpenAlexW2137525953
LanguageEN
Citations received2
References cited64

Using multimethod data on wedding consumption, this research highlights the pursuit of harmonization as a dynamic and never-ending process that can happen within individuals, between human beings, and among different entities in the world. While prior research on harmony has treated the construct as a core value of Chinese culture or a set of abstract principles that guide consumer behavior, the focus here is on how harmonization happens, the conditions under which harmonization is either promoted or defeated, and the benefits resulting from harmonization that keep people involved in the process of creating it. This examination of Vietnamese weddings demystifies the myth that Asian consumers sacrifice individual preferences and bow to collective interests, explains how face influences Asian consumer behavior, and provides an extension of Richins's categories or levels of consumption meaning

Aesthetics · Art · Harmonization · Library science · Media studies · Sociology · Computer Science · Consumer Behavior in Brand Consumption and Identification · Media, Gender, and Advertising · Swearing, Euphemism, Multilingualism

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Unique citing works2
Citations per year0,33
Citation span2020 - 2025 (6)
Citation velocityrecent
Highly citedNo
Citation typesNeutral: 2

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