Purpose – The purpose of this paper is to investigate how young Chinese consumers' money attitudes influence their compulsive buying behavior. Design/methodology/approach – In total, 303 undergraduate students from Tianjin and Ningbo (two major cities in coastal China) answered a...

Purpose – The purpose of this paper is to explore how the pressures of being a Little Emperor in a rapidly changing society are reflected in consumer experiences, particularly in the meanings attached to products and brands. The paper aims to focus on young adults in urban China, specifically...

Purpose – The purpose of this paper is to investigate how Chinese cultural values influence “Little Emperors'” choice of study destination; and their preferred communication sources for university choice. Design/methodology/approach – University students from the People's Republic of...

Purpose – The purpose of this paper is to examine the cultivation effects of television advertising viewing on the perceived affluence in society and the materialistic value orientations among adolescents in urban and rural China. Design/methodology/approach – The paper shows that a survey...

Purpose – Focus of previous research into family purchasing decisions has centred on the husband and wife. Children's influences on family decision making have increased in recent decades. The purpose of this paper is to investigate children's influences on Chinese family decision making in...

Purpose – This paper seeks to use the consumer‐perceived levels of internet shopping skills and challenges, to cluster the young Chinese customers and to compare the quality perceptions of customers from the different clusters. Design/methodology/approach – A survey of 237 college students...

Purpose – China's youthful advertising industry has changed a lot in little more than a quarter of century. A key for this spectacular growth is the enormous potential of the market for children in China. The paper aims to address this issue. Design/methodology/approach – The Chinese...