The media influence research in this project consists of 3 independent scales--Social comparison with media figures, Motivation for viewing advertisements, and Imitation of celebrity models. Please go to About Media Influence Studies for a full description of our research methods. Diagrams on this page are derived from 7 youth studies conducted between 2004 and 2008, covering Hong Kong, China, Singapore, and Macao. The first large diagram provides an overview of each of the 3 scales, followed by results of individual questions.
Choices under Scale and Categorization facilitate data exploration from various angles.