This study aims to make a conceptual and empirical contribution by developing and
operationalising suitable scales to capture certain Confucian values (face saving, humility,
group orientation, hierarchy and reciprocity) that can influence East Asian consumers. Based
on the pertinent literature, focus group discussions with extended East Asian families and
East Asian scholar interviews, we develop and validate our measures on data from over 400
respondents across four East Asian cities (Tokyo, Hanoi, Beijing and Singapore). Despite
some variance, our findings signal that East Asians are highly influenced by such traditional
values. Several implications are extracted and future research directions suggested.