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The University of Southampton
Winchester School of Art

The Existential Chinese Consumer and the Changing Chinese Consumer Culture - Mike Bastin Seminar

16:00 - 17:30
27 January 2016
Harvard Suite (Room Number 3032), WSA

Event details

My research focuses on younger generations of urban Chinese consumers and their consumption motives, attitudes and behaviour. In particular, I continue to research the changing nature of consumer values among this younger age group. Schwartz research into human values has been used mainly. Papers published include “Hedonic Shopping Values” in the Journal of Brand Management and “To be Richer is to be more Miserly” published in the Journal of Social Behaviour and Personality. Findings from these papers suggest that the process over time of change from what might be referred to as “traditional” to “modern” has been found to be far from simple and the relationship between time and value change appears to be non-linear. More recent research findings, which includes an extensive meta-analysis of published work in the area of Chinese Consumer Behaviour, suggest the emergence of an existential Chinese consumer.

Speaker information

Mike Bastin, WSA. Mike’s business and academic career spans over 25 years with undergraduate and postgraduate (MBA) teaching and business training in Europe, America and Asia, especially China. Hold a Visiting Professorship at a top-ranked Chinese University, the University of International Business and Economics. Deliver courses in all aspects of Business, Management and Marketing, while specializing in Consumer Behaviour and Brand Management. Recently published in International academic journals and China Daily and regularly appear on China Radio International (CRI) and China Central Television (CCTV) as “Chinese Business and Consumer Culture” expert speaker. Appear on CRI’s The Beijing Hour, Beyond Beijing and BizChina programmes. Have also been filmed lecturing by BBC TV in China. My research has also been published in the FINANCIAL TIMES and the Daily Telegraph and on the University of Cambridge’s Judge Business School web site, and has been cited in the (Toronto) Globe and Mail and The Washington Post and have been interviewed by ,and quoted in, the Wall Street Journal。 Regularly quoted in the national and international media.

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