The Effects Of Priming Face On Consumer Purchasing Behavior

Face is a Chinese native concept. It is during the association with others, individual's social status and social image which were recognized by others. According to consumers'face behaviors, we can divide the face people want to get into two kinds:positive face and negative face. When individual wants to increase face, the face he/she gets is positive face; When individual wants to maintain face, the face he/she gets is negative face.The samples of the study are the college students, and collect data through laboratory experiment and questionnaires. Participants' face conscious, positive face and negative face were priming by reading some written materials. With the research conclusion that nonconscious goals would affect consumer's purchasing behavior, this study examines the effects of priming face consciousness, positive face or negative face on brand choice.The result showed that:Priming face consciousness, participants value brand more and have a more preference of well-known top grade brands. Compared to priming positive face, participants priming negative face have a more preference of popular brand. Compared to priming negative face, participants priming positive face have a more preference of unique brand. Priming negative face, compared to unique brand, participants have a more preference of popular brand. Priming positive face, compared to popular brand, participants have a more preference of unique brand.This article primed face as nonconscious goal and studied the effect of different faces on consumer brand choice which lucubrated face study from the fundamental research into the empirical research. And also it further confirmed scene could affect consumer behavior, providing good theoretical basis for marketing activities.