This book offers case studies on the emergence of aesthetic consumption in China, that is, daily consumption in which aesthetic and spiritual benefits play a dominant role in consumers' decision-making.
Xi Liu is an associate professor in marketing at the School of Economics and Management, Tsinghua University. She teaches MBA-level courses in marketing and doctoral-level courses in qualitative research methods. Her recent research interests include trends in consumer culture and the consumption of aesthetics and arts.
Guilin Liu is a postdoctoral fellow and assistant researcher in marketing at the School of Economics and Management, Tsinghua University. Her research interests include consumer culture, sustainable consumption, and AI-driven marketing.
Gaoxiang Xu is an assistant professor of marketing at the School of Management, Shanghai University of International Business and Economics (SUIBE). He teaches graduate and undergraduate courses in marketing, entrepreneurship, and research methodology. His current research focuses on consumer culture theory and the application of emerging technologies in marketing.
