Location of study
1 = Hong Kong
2 = China
3 = Singapore
4 = Macau

Urban/ Rural
1 = Urban
2 = Rural

Q1.I discuss ads with my friends.
1 = Never
2 = Seldom
3 = Sometimes
4 = Often
5 = Almost always

Q12.I watch ads to learn about images of fashionable people.
1 = Strongly disagree
2 = Disagree
3 = Neutral
4 = Agree
5 = Strongly agree

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)
1 = No
2 = Yes, 1-3 times
3 = Yes, 4+ times

Q49.Considered yourself as modernized/ conservative
1 = Very modernized
2 = Quite modernized
3 = Conservative
4 = Very conservative

Q50.Considered yourself as traditional/ westernized
1 = Very traditional
2 = traditional
3 = westernized
4 = very westernized

Q51.Gender
0 = Male
1 = Female

Q52.Age group
1 = 15-19 years old
2 = 20-24 years old

Q53.Employment status
1 = Studying
2 = Employed
3 = Unemployed