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Effect of interpersonal communication and advertising viewing: A youth survey

This study explores the effects of interpersonal communication and advertising viewing on youth behavior and attitudes, focusing on materialism, social comparison, and imitation of celebrity models. The findings support the theoretical model, highlighting the role of peer influence, social comparison, and motivation for viewing ads. However, limitations including a non-probability sample and lack of family SES information should be considered.

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Effect of interpersonal communication and advertising viewing: A youth survey

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

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

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

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

  11. Findings

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

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

  14. Model from data Social comparison 0.28 materialism 0.38 Imitation of Celebrity models 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

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