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.



Citation:

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.

Authors

Jia Cong, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Chihling Liu, Lancaster University, UK



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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Understanding the Role of Gifts in Managing Marriage and Family Relations: The Case of the Male Phoenix in China

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