This course is designed to help learners sell their products, goods and services to Chinese consumers. To achieve this goal, the course will use evidence-based research in psychology, economics, legal studies and marketing to help learners understand the historical, economic and legal contexts of doing business in China and the behavioral characteristics of Chinese consumers. The course will cover topics in Chinese and global marketing, Chinese consumers, institutional and cultural influence on consumer motivation and behaviors in Chinese markets, and brand management in China.
3.2 Materialism in China
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Reviews
SR
Nov 26, 2017
I like how it has a localised approach and does not depend to much on conceptual things.
MA
Apr 14, 2018
Excellent course to learn about Chinese consumers and China market
From the lesson
Materialism and Conspicuous Consumption
Chinese consumers are found to be more materialistic in a cross-national survey conducted by the I.C.E lab at CUHK. Unlike Western consumers, the rising levels of materialism for Chinese consumers are not driven by low self-esteem. This lecture explains how lay elitism and social mobility affect Chinese consumption characteristics such as materialism, conspicuous consumption and acceptance of culturally mixed products.
Taught By
Prof. Letty Kwan
Assistant Professor
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