9Bao Y, Zhou K Z and Su C. Face consciousness and risk aversion: Do they affect consumer decision making? l-J. Psycho- logy Marketing , 2003,20(8) .. 733- 755.
10Belk R W and Pollay R W. Materialism and status appeals in Japanese and US print advertising[J]. International Marke- ting Review, 1985,2(4) :38-47.