Title
Paradoxes in Chinese Consumer Behavior: A Literature Review and Strategic Implications,Used
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This monograph provides a review of the literature on Chinese consumer behavior and its strategic implications. The contemporary hybridity of the Chinese market is explored by concentrating on seven constructs, each representing a paradox or apparent contradiction. These seven constructs focus on the contrasts posed by: the consumer impact of the ?opendoor policy? versus market socialism, the consumer values of longterm orientation versus ?prosperity now,? collectivism versus conformist individualism, low power distance versus status appeals, rapid economic growth versus feelings of perpetual insecurity and superstition, communistbased equality versus urban/ruralbased social class hierarchy, and the appeal of global brands versus consumer ethnocentrism and animosity. Strategic implications are discussed.
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