Location of study
Year of study
Urban/ Rural
Q1.I discuss ads with my friends.
Q2.I discuss buying things with my friends
Q3.I pay attention to what my close friends buy.
Q4.I discuss ads with my parents.
Q5.I discuss buying things with my parents.
Q6.I pay attention to friends who are richer than me, and see what they buy.
Q7.I pay attention to movie stars and singers that I like, and see what brands they use.
Q8.I discuss buying things with my teachers.
Q9.I watch ads when they appear on TV.
Q10.I pay attention to how celebrities dress.
Q11.I discuss ads with my teachers.
Q12.I watch ads to learn about images of fashionable people.
Q13.I watch ads to know what brands have the product features I need.
Q14.I watch ads to know what I can buy to impress others.
Q15.I watch ads to help me decide what things to buy.
Q16.I watch ads to find out where I can buy the things I want.
Q17.I watch ads to have something to talk about with others.
Q18.I watch ads to learn about the trendy things.
Q19.It is important that my friends like the products and brands I buy.
Q20.I only buy those products and brands that my friends will approve of.
Q21.I look at what my friends are buying and using before I buy a certain brand of products.
Q22.I like to know what products and brands make a good impression on my friends.
Q23.If I don't know much about a product, I often ask my friends about it.
Q24.I usually ask my friends to help me choose the best product.
Q25.I admire people who own expensive homes, cars, and clothes.
Q26.The things I own say a lot about how well I'm doing in life.
Q27.I want to be as smart and popular as the celebrities.
Q28.Buying things gives me a lot of pleasure.
Q29.I like a lot of luxury in my life.
Q30.My life would be better if I owned certain things I don't have.
Q31.I would be happier if I could afford to buy more things.
Q32.I feel that I have a number of good qualities.
Q33.I want to look as cool as those people in ads.
Q34.I am able to do things as well as most other people.
Q35.On the whole, I am satisfied with myself.
Q36.I feel that I am a person of worth.
Q37.I want to look as trendy as those models in magazines.
Q38.I do not aspire to the lifestyle of celebrities.
Q39.In the past 3 months, have you ever bought something because you were encouraged by free gifts (including premium on packages or gifts redeemed by presenting proof of purchases)
Q40.In the past 3 months, have you ever bought something because you were encouraged by lucky draw
Q41.In the past 3 months, have you ever bought something because you were encouraged by cash rebate
Q42.In the past 3 months, have you ever bought something because you were encouraged by coupons
Q43.In the past 3 months, have you ever bought something because you were encouraged by free trial
Q44.If get a cash prize of $1000, spend on buying things
Q44.If get a cash prize of $1000, spend on savings
Q44.If get a cash prize of $1000, spend on donating to charity
Q45.Average time (hours per day) spend on watching TV in free time
Q46.Average time (hours per day) spend on surfing the Internet in free time
Q47.Average time (hours per day) spend on reading celebrity section of newspaper in free time
Q48.Average time (hours per week) spend on reading youth megazines in free time
Q49.Considered yourself as modernized/ conservative
Q50.Considered your behaviour as traditional/ westernized
Q51.Gender
Q52.Age group
Q53.Employment status
Q54.Education (Junior high; High school; Junior college; University or above)
Q55.Academic performance at school