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Advertising Consumption and Materialism amongst Chinese Youth

Advertising Consumption and Materialism amongst Chinese Youth. Kara Chan and Cong Zhang Hong Kong Baptist University ICORIA June 29th-30th, 2007. Materialism. Who am I?. How do I perform when compared with others?. Am I as lovely as Ziyi Zhang?. Theoretical Model. Social comparison.

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Advertising Consumption and Materialism amongst Chinese Youth

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

  2. Materialism Who am I? How do I perform when compared with others? Am I as lovely as Ziyi Zhang?

  3. Theoretical Model Social comparison + Materialism + Imitation of Celebrity models

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

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

  6. Method • Conducted in Beijing, Oct/Nov 2005 • Respondents recruited at university libraries and student dormitories • Target 18-24 (quota on sex) • Self-administered by respondents • N=299

  7. Sample profile • Nearly equal distribution of M and F • Age: 20% 18 -19, 80% 20 - 24 • Household income: 52% below 2,000 RMB 36% 2,001- 5,000 RMB 13% more than 5,000 RMB

  8. 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)

  9. 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)

  10. Findings

  11. Findings

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

  13. Model Supported by Data Amount of TV viewing 0.09 Attention to TV advertisements 0.06 Imitation of celebrity models 0.37** Motivation for viewing ads R square =0.17

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

  15. 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

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

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