Understanding the Role of Gifts in Managing Marriage and Family Relations: the Case of the Male Phoenix in China
This paper seeks to understand the role of gifts in managing an inter-class marriage from the perspective of the-male-phoenix in contemporary China. Through fieldwork, our initial findings show that gift plays a significant role for male-rural-migrants to manage class disparity and maintain harmonious relationships with urban families they marry into.
Jia Cong, Xin Zhao, and Chihling Liu (2018) ,"Understanding the Role of Gifts in Managing Marriage and Family Relations: the Case of the Male Phoenix in China", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 941-941.
Jia Cong, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Chihling Liu, Lancaster University, UK
NA - Advances in Consumer Research Volume 46 | 2018
Material Gifts as Relationship Mnemonics: Why More Material Gifts Are Given Than Wanted?
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