... to show offand increase their distinctive social status through conspicuous consumption, and some face consumption also intends to show off theprestige of the group face. However, face consumption ... juniors.Measures Face consumption is the focal variable in this study. More specifically, weconsider the three subdimensions of face consumption: conformity face consumption, distinctive face consumption, ... her own face and emphasisesmaintaining self -face, or individual prestige, according to his or her will. How face influences consumption 240Li.qxp 16/02/2007 13:46 Page 240Others’ -face orientation...