Youth in China  A
To examine the effects of television advertising on the perceived affluence in society and materialistic value orientations among adolescents in rural China.
Place of the study
A rural county in Henan province.
A convenience sample of 267 secondary school students 11 to 17 years old.
- A survey based on a structured questionnaire was conducted at two rural secondary schools.
- Data on the subjects’ television advertising viewing, belief about the prevalence of affluence in society and materialism was collected.
- Materialism was measured by a shortened nine-item version of Richins and Dawson’s (1992) Materialism Values Scale.
- Chan, K., & Cai, X. (2009). Influence of television advertising on adolescents in China: An urban-rural comparison. Young Consumers, 10(2), 133–145.