Restrained Pursuit of Luxury: Wealthy Shanghainese Attitudes Towards Upscale Consumption

In order to examine the Chinese perception of luxury, we visited Shanghai in September 2008 and interviewed four families there with annual income of more than 100,000 US Dollars. Our finding was the restrained perception of luxury shared by wealthy Shanghainese. Their perception was restrained compared to their Western counterparts, probably because by the traditional Confucian values. They are still under the influence of their parents’ generation which had undergone the atrocious hardship during the Great Cultural Revolution. They also feel luxurious when they are filled with nonmaterial gains.


Junko Kimura and Hiroshi Tanaka (2010) ,"Restrained Pursuit of Luxury: Wealthy Shanghainese Attitudes Towards Upscale Consumption", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 735-735 .


Junko Kimura, Hosei University, Japan
Hiroshi Tanaka, Chuo University, Japan


NA - Advances in Consumer Research Volume 37 | 2010

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