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Youth in China [2006] B

Aim

To examine the effects of television advertising on the perceived affluence in society and materialistic value orientations among adolescents in urban China.

Place of the study

Guangzhou.

Year

2006.

Subjects

A convenience sample of 379 secondary school students 11 to 17 years old.

Methodology

• A survey based on a structured questionnaire was conducted at a secondary school.
• 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.

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• Questionnaire
• 
  Data set

Publication

• Chan, K., & Cai, X. (2009). Influence of television advertising on adolescents in China: An urban-rural comparison. Young Consumers, 10(2), 133–145.