Understanding Self-Gift Consumer Behaviour in Negative Contexts in China: The Influences of Chinese interdependent notion of the self on therapeutic SGCB
While evidence of the significance of Self-Gift Consumer Behaviour (SGCB) in Western cultures has been shown in the prior research, particularly in the United States, there is little understanding of this behaviour in collectivist cultures. Given its self-driven nature, further investigations on SGC...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2010
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| Online Access: | https://eprints.nottingham.ac.uk/24038/ |