What influences luxury consumption in China and the U.S.

Hi luxury consumers!

Do you remember why you bought the first luxury product? 

Instrumental value

Symbolic Value

Hedonic Value

Other orientation

(gifting)

Nationality
Experience
12 participants

Rate and

give reasons

Distinct difference in

Symbolic 

Other orientation 

We-identity

Eastern Asian people are more interdependent,relying on connections with each other

I-identity

Individuals’ internalcharacteristics are 

considered by western people 

Conformity?

Conclusion

Another perspective

Do not stereotype