LiAnne Yu received her PhD in Anthropology from UC San Diego, and is an independent consumer consultant with particular expertise in emerging markets, having worked with clients such as Microsoft, Google, HP, eBay, Time Warner,and Global English.
LiAnne's book Consumption in China: How China's New Consumer Ideology is Shaping the Nation
is written from the perspective of China's emerging middle class, and explores topics such as tech use, fashion, international travel, and emerging forms of identity. LiAnne Yu provides a multi-faceted portrait of the impact of increased consumption on urban spaces, social status, lifestyles, identities, and freedom of expression. The book also examines what is unique and what is universal about how consumer practices in China have developed, investigating the factors that differentiate them from what has been observed among the already mature consumer markets.