Advertising Consumption and Materialism amongst Chinese Youth Kara Chan and Cong Zhang Hong Kong Baptist University ICORIA June 29th-30th, 2007.

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Advertising Consumption and Materialism amongst Chinese Youth Kara Chan and Cong Zhang Hong Kong Baptist University ICORIA June 29th-30th, 2007

Materialism am I? Who am I? How do Iperformwhencomparedwith others? Am I aslovely asZiyi Zhang?

Theoretical Model Social comparison Imitation of Celebrity models Materialism + +

Theoretical Model Social comparison Peer Communication Susceptibility to peer influence + +

Theoretical Model Imitation of celebrity models Motivation for viewing ads Attention to TV advertisements Amount of TV viewing + + +

Method Conducted in Beijing, Oct/Nov 2005 Respondents recruited at university libraries and student dormitories Target (quota on sex) Self-administered by respondents N=299

Sample profile Nearly equal distribution of M and F Age: 20% , 80% Household income: 52% below 2,000 RMB 36% 2,001- 5,000 RMB 13% more than 5,000 RMB

Measures Materialism: Richins (2004) 6 items Peer comm.: 2 items Peer influence: 6 items Social comparison: 4 items (close friends, richer friends, favorite movie stars and pop singers, media celebrities)

Measures TV viewing: no. of hours a day Attention to TV ad: one item Motivation for watching ads: 7 items Imitation of celebrity models: 4 items developed from Kasser et al. (2004)

Findings

Model Supported by Data Social comparison Peer Communication Susceptibility to peer influence 0.23*** 0.22*** R square =0.14

Model Supported by Data Imitation of celebrity models Motivation for viewing ads Attention to TV advertisements Amount of TV viewing ** R square =0.17

Model Supported by Data Social comparison Imitation of Celebrity models Materialism 0.13* 0.53*** R square =0.35

Discussion/implication Role of peer communication Peer influence Social comparison (who, what, when) Imitation of celebrity models (who, what, when) Motivation of viewing ads Critical analysis of media celebrities endorsing products

Limitation Non probability sample Relatively short questionnaire Lack of working young adults Do not have family SES information Social desirability