From the Perspective of the Nudge Theory, Rural Conflict Governance: A Case Study of Intermarriage in Two Chao-Shan Rural Villages

Yuanyuan Huang, Xiaohui Huang


In certain rural areas of Southern China, a distinctive tradition prohibits intermarriage between young men and women from neighboring villages. Despite its uniqueness in the context of the new socialist rural society, this custom has become widely acknowledged among local residents. Our study, based on extensive field research, selected two adjacent villages in the Chao-Shan region (referred to as L Village and G Village) as case studies. We objectively analyzed the factors contributing to the formation of this tradition and its implications for contemporary rural governance. Applying the framework of the Nudge Theory, the research explored the practical application of flexible governance tools through a strategy of assistance in rural governance. In conclusion, this study provides policy recommendations for addressing such issues in rural governance, offering valuable insights to enhance the effectiveness of rural governance.

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Journal of Management and Strategy
ISSN 1923-3965 (Print)   ISSN 1923-3973 (Online)


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