1 SELF-GIFT GIVING IN CHINA AND THE U.K: COLLECTIVIST VERSUS INDIVIDUALIST ORIENTATIONS 1 Caroline Tynan 2 Nottingham University Business School M Teresa Pereira Heath Universidade do Minho Christine Ennew Nottingham University Business School Fangfang Wang Nottingham University Business School And Luping Sun Shandong University Tynan, Caroline; Heath, M Teresa Pereira; Ennew, Christine T; Wang, Fangfang and Sun, Luping, (2010) (2010): Self-gift giving in China and the UK: Collectivist versus individualist orientations, Journal of Marketing Management, 26:11-12, 1112-1128, http://dx.doi.org/10.1080/0267257X.2010.508981 Paper published in the Special issue of the Journal of Marketing Management: “Emerging Issues in Customer Behaviour in Multi-Cultural Societies” 1 The authors would like thank the editors, particularly Maria Piacentini, for their helpful comments on the manuscript and also to acknowledge the useful and considered suggestions of the two anonymous reviewers. 2 Corresponding author: