ID
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 about buying things with my teachers.
Q9.I watch ads when they appear on TV.
Q10.I pay attention to how celebrities dress and what they wear.
Q11.I discuss ads with my teachers.
Q12.I watch ads to know about images of fashionable people.
Q13.I watch ads to know what brand has 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 some things I want.
Q17.I watch ads to have something to talk about with others.
Q18.I watch ads to learn about 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 like 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 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 SGD$220, spend on buying things
Q44.If get a cash prize of SGD$220, spend on savings
Q44.If get a cash prize of SGD$220, spend on donating to charity
Q45.Considered yourself as modernized/ conservative
Q46.Gender
Q47.Age
Q48.part-time job
Q49.Average time (minutes per day) spend on watching TV in free time
Q49.Average time (minutes per day) spend on reading youth magazines in free time
Q49.Average time (minutes per day) spend on surfing the Internet in free time