... consumers are more likely to be influencedby their reference groups than are American consumers. On the con-formity face consumption scale, Chinese subjects scored 5.345, whereas How face influences ... (mean = 5.243) are more likely to relate productbrands to their face than are American consumers (mean = 3.859), insupport of H2.With H3, we hypothesise that Chinese consumers are more likely ... support the existence of these three subdimensions andshow that Chinese consumers are more likely to be influenced by their referencegroups than are American consumers. Furthermore, they tend to...