About China—Who Are Chinese Consumers? What Is and Is Not Chinese Consumption?

There is a widespread use of non-Chinese images in advertising in China’s marketplace. This has been taken by many people to mean that Chinese culture is becoming globalized and that consumption values and behavior are changing accordingly (Zhou and Belk, 2004). Who are Chinese consumers? What is and is not Chinese consumption? Different perspectives are necessary to answer this complicated question. Experts from all over the world will decipher the Chinese consumers from different perspectives: culture (Zhou, Belk), art (Chen), advertising (Zhao), market structure (Tse, Jiang), information processing (Jiang), and consumer choices (Dhar).


Yu Chen (2011) ,"About China—Who Are Chinese Consumers? What Is and Is Not Chinese Consumption?", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: .


Yu Chen, Northeastern Illinois University, U.S.


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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