Medical Chic: the Consumption of Traditional Chinese Medicine in Urban China
Through semiotic analysis of print advertisements and depth-interviews, we examined the construction of cosmopolitanism in urban China. In particular, we seek to understand how Chinese consumers appropriate and negotiate the tensions between two conflicting medical cultures between Western biomedicine and traditional Chinese medicine to construe a cosmopolitan lifestyle. We discussed how traditional Chinese medicine is transformed by Western biomedical knowledge in contemporary China. Our preliminary findings have showed that traditional Chinese medicine has been exoticized and then used to construct a cosmopolitan identity by the emerging middle class consumers in urban China.
Xin Zhao and Jeff Wang (2011) ,"Medical Chic: the Consumption of Traditional Chinese Medicine in Urban China", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 565-566.
Xin Zhao, University of Hawaii, USA
Jeff Wang, City University of Hong Kong
E - European Advances in Consumer Research Volume 9 | 2011
R2. Brand-to-Brand Communications: How Consumers React to Flattery Between Brands
Lingrui Zhou, Duke University, USA
Katherine Crain, Duke University, USA
Keisha Cutright, Duke University, USA
Shades of Rejections: The Effect of Rejection Frames on Commitment to Choice
Jen H. Park, Stanford University, USA
Itamar Simonson, Stanford University, USA
P13. Self-Selected versus Fixed Price Bundling: The Effect of Bundle Type on Perceived Quality
Burcak Bas, Bocconi University, Italy
GULEN SARIAL ABI, Bocconi University, Italy