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Children in Hong Kong [2002]

Aim

To study materialistic values of children in Hong Kong.

Place of the study

Hong Kong.

Year

2002.

Subjects

A convenience sample of 246 elementary school students 6 to 13 years old.

Methodology

• A survey based on a structured questionnaire was conducted.
• Data on the subjects’ materialistic values, the perceived functions of advertising, the perceived truthfulness of advertising and whether they liked advertising was collected.
• Materialism was measured by a scale of 14 items developed by Heerey et al. (2002)*.

Download

• Questionnaire
• 
  Data set

Publication

• Chan, K. (2003). Materialism among Chinese children in Hong Kong. International Journal of Advertising & Marketing to Children, 4(4), 47–61.

*Reference

• Heerey, C., Hunt, S., Lukey-Smith, A., & Winter, S. (2002). Advertising to children and materialism: A comparative study between England and Sweden (Unpublished final year undergraduate project). The University of Exeter, Exeter.