This book presents a comprehensive examination of Chinese consumer behaviour and challenges the previously dichotomous interpretation of the consumption of Western and non-Western brands in China. The dominant position is that Chinese consumers are driven by a desire to imitate the lifestyles of...

"When Chinese women bound their daughters' feet, many consequences ensued, some beyond the imagination of the binders and the bound. The most obvious of these consequences was to impress upon a small child's body and mind that girls differed from boys, thus reproducing gender hierarchy. What is...