1. Effect of interpersonal communication and advertising viewing: A youth survey Kara Chan and Gerard Prendergast, Hong Kong Baptist University AAA conference March 30-April 2, 2006

2. materialism am I? Who am I? How do I perform when compared with others? Am I as lovely as Gigi Leung?

3. Theoretical model Social comparison Imitation of Celebrity models materialism + +

4. Theoretical model Comm. With parents Peer influence Social comparison Comm. With teachers Comm. With friends - - + +

5. Theoretical model TV viewing Motivation for viewing ads Imitation of celebrity models Youth mag reading Attn to TV ads + + + +

6. Method Intercept survey at malls, outside public libraries, and shopping areas Target 15-24 (quota on sex and age) July/Aug 2005 summer holidays 1-8 pm, self-administered by respondents Monitored by RA (random visit) N=631

7. Sample profile Roughly equal M and F 78% students, 18% working, 4% unemployed 35% public housing (31% for pop.), 17% HOS housing, 48% private housing

8. Measures Materialism Richins (2004) 6 items Comm. With parents/friends/teachers: 2 items each Peer pressure, 6 items Social comparison, 4 items (close friends, richer friends, favorite movie stars and pop singers, media celebrities)

9. Measures TV viewing: no. of hours a day Youth mag reading: no. of hours a week Attention to TV ad: one item Motivation for watching ad: 7 items imitation: of celebrity models: 4 items developed from Kasser et al. (2004)

10. Findings

12. Model supported by data Comm. With parents Peer influence Social comparison Comm. With teachers Comm. With friends 0.08 0.10 0.27 0.31 R square=0.22

13. Theoretical model TV viewing Motivation for viewing ads Imitation of celebrity models Youth mag reading Attn to TV ads 0.38 R square =15

14. Model from data Social comparison Imitation of Celebrity models materialism 0.28 0.38 R square=29

15. Discussion/implication Role of interpersonal communication Peer influence Social comparison (who, what, when) Motivation of viewing ads Critical analysis of media celebrities endorsing products

16. limitation Non probability sample Relatively short questionnaire Small number of working young adults Do not have family SES information Social desirability