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How Do Face Consciousness and Public Self-Consciousness Affect Consumer Decision-Making?
Journal of Open Innovation: Technology, Market and Complexity
Many individual differences affect consumers in the decision-making process (i.e., what to purchase; when to purchase). Face consciousness and public self-consciousness affect when in the fashion life cycle consumers decide to purchase, as well as what to purchase. Both face consciousness and public self-consciousness are concerned with consciousness (i.e., awareness; mindfulness) and both depend on social comparison processes. But the motivation underlying the social comparisons is different:doi:10.3390/joitmc6040144 fatcat:c2txrq55v5dinkb3t2pzhgezbq