Youth in China 
To examine the influence of peers and media celebrities on young people’s endorsement of materialistic values in China.
Place of the study
A convenience sample of 299 university students 18 to 24 years old.
- A survey based on a structured questionnaire was conducted by distributing the questionnaire to students at two universities.
- Data on the subjects’ materialistic values, interpersonal communication pattern, peer influence, social comparison and media usage was collected.
- Materialism was measured by a shortened six-item version of Richins and Dawson’s (1992) scale.
- Chan, K., & Zhang, C. (2007). Living in a celebrity-mediated social world: The Chinese experience. Young Consumers, 8(2), 139–152.