Abstract: One of the purposes of Demarketing is to reduce excessive consumption and wasting activities, for which face need is one of the significant reasons. By manipulating the construction level of demarketing appeals, this study finds that compared with concrete appeals or no appeal of any kind, abstract appeals can better persuade those with high face need to avoid excessive consumption. Compared with abstract appeals or no appeal of any kind, concrete appeals have no significant advantage to persuade those with low face need to avoid excessive consumption. On the whole, abstract appeals can have the best result in persuading consumers to reduce excessive consumption. During the course of demarketing, organizations should make more use of the appeals of abstract construction to cube the enhancing role of face need for excessive consumption.

Key words: demarketing; face need; construction level of appeal