Abstract

Chinese people pay much attention to their faces. Face plays a very important role in Chinese daily life. Chinese
people usually do kinds of Face Works in order to earn face, enhance face, or save face. Face work influences
consumer’s attitude toward brand country of origin (BCO) in China market. What’s more, face work makes it
different between implicit and explicit attitudes towards a certain brand. Although existing literatures have
verified some factors that affect implicit and explicit attitudes towards BCO, few research study the effect of
face perception on BCO. The study uses both questionnaire and IAT technique to measure the effect of face
perception on the implicit and explicit attitudes toward BCO. Results showed that: (1) consumers with high face
perception have a more positive explicit attitude toward Japanese /American brands, and (2) face perception
moderates the relationship between implicit and explicit attitudes towards BCO.

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