Abstract
Seventeenth-century Chinese literature thematizes market segmentation, the idea that functionally similar but different objects can be produced for and marketed to different ranks of people. A 1671 collection of classical essays, Xianqing ouji 閑情偶寄 by Li Yu 李漁 (1611–80), has generally been understood to be the most influential of lifestyle guides, containing essays about the theater, everyday life, and material culture. This article argues that price and quality differentiation when it comes to a variety of consumer goods forms a central organizing principle for the volume and provides a prism through which Xianqing ouji discusses social inequity and hierarchy.
consumer culture, essays, hierarchy, inequality, Li Yu, lifestyle guides, market segmentation, material culture, price differentiation, Xianqing ouji
Copyright © The Association for Asian Studies, Inc. 2022
2022
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