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 how fashionable people look like.
1 = Strongly disagree
2 = Disagree
3 = Neutral
4 = Agree
5 = Strongly agree

Q42.I think Wong Yat Ming is... Happy, nb
0 = No
1 = Yes

Q44.Which one do you want to be?
1 = one with a lot of brands
2 = one without brands
3 = either one
4 = neither one

Q48.Gender
1 = Male
2 = Female

1 = higher
2 = lower
3 = dont know