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 my close friends to see what they buy.
Q4.I discuss ads with my parents.
Q5.I discuss buying things with my parents.
Q6.I pay attention to my richer friends to see what they buy.
Q7.I pay attention to the brands that my faviourite movie stars and singers use.
Q8.I discuss trendy things with my friends.
Q9.When commercials occur on TV, I watch them.
Q10.I pay attention to the fashion styles of media celebrities.
Q11.I discuss trendy things with my parents.
Q12.I watch ads to learn how fashionable people look like.
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 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 anything.
Q22.I want to know what products and brands make a good impression on my friends.
Q23.If I don't have a lot of experience with a product, I often ask my friends about it.
Q24.I usually ask my friends to help me choose the best product.
Q25.I'd rather spend time buying thing, than doing almost anything else.
Q26.I would be happier if I had more money to buy more things for myself.
Q27.I have fun just thinking of all the things I own.
Q28.I really enjoy going shopping.
Q29.I like to buy things my friends have.
Q30.I want to be as smart as movie stars.
Q31.When you grow up, the more money you have, the happier you are.
Q32.I'd rather not share my snacks with others if it means I'll have less for myself.
Q33.I would love to be able to buy things that cost a lots of money.
Q34.I really like to hang around with friends who have a lot of material possessions.
Q35.The only kind of job I want when I grow up is one that gets me a lot of money.
Q36.I want to be as stylish as people appearing in ads
Q37.I want to be as trendy as models in magazines
Q38.I feel that I have a number of good qualities
Q39.I am able to do things as well as most other people
Q40.On the whole, I am satisfied with myself
Q41.I think I am a valuable person
Q42.I think Wong Yat Ming is... Happy, nb
Q42.I think Wong Yat Ming is... Smart, nb
Q42.I think Wong Yat Ming is... Envious of others, nb
Q42.I think Wong Yat Ming... Has a lot friends, nb
Q42.I think Wong Yat Ming has... good academic results, nb
Q42.I think Wong Yat Ming is... lovable, nb
Q42.I think Wong Yat Ming... cares about others, nb
Q42.I think Wong Yat Ming is... hard working, nb
Q42.I think Wong Yat Ming... spends money irresponsibly, nb
Q42.I think Wong Yat Ming is... Willing to serve classmates, nb
Q42.I think Wong Yat Ming is... Selfish, nb
Q42.I think Wong Yat Ming has... low self esteem, nb
Q43.I think Lee Siu Keung is... Happy
Q43.I think Lee Siu Keung is... Smart
Q43.I think Lee Siu Keung is... Envious of others
Q43.I think Lee Siu Keung... Has a lot friends
Q43.I think Lee Siu Keung has... good academic results
Q43.I think Lee Siu Keung is... lovable
Q43.I think Lee Siu Keung... cares about others
Q43.I think Lee Siu Keung is... hard working
Q43.I think Lee Siu Keung... spends money irresponsibly
Q43.I think Lee Siu Keung is... Willing to serve classmates
Q43.I think Lee Siu Keung is... Selfish
Q43.I think Lee Siu Keung has... low self esteem
Q44.Which one do you want to be?
Q45.If get a cash prize of $1000, spend on buying things
Q45.If get a cash prize of $1000, spend on savings
Q45.If get a cash prize of $1000, spend on donating to charity
Q46.Average time (hours per day) spend on watching Hong Kong TV programs in free time
Q46.Average time (hours per day) spend on watching Hong Kong Macao TV programs in free time
Q46.Average time (hours per day) spend on using the Internet in free time
Q46.Average time (hours per day) spend on reading newspaper in free time
Q47.Which types of TV program you watch usually? - News and public affair (more than one answer)
Q47.Which types of TV program you watch usually? - Cartoon (more than one answer)
Q47.Which types of TV program you watch usually? - Entertainment and travel (more than one answer)
Q47.Which types of TV program you watch usually? - Science (more than one answer)
Q47.Which types of TV program you watch usually? - Drama (more than one answer)
Q48.Gender
Q49.Age
Q50.Studying grade
Q51.Weekly allowance - Yes/No
Q51.Weekly allowance - Amount