Purpose – The purpose of this article is to examine how often urban children in mainland China interact with different types of retail shops, how they learn about new products and services, and their attitudes toward different sources of product information. Design/methodology/approach – A...

Purpose – The current study aims to examine how media ownership, media usage and attention to advertising vary among urban and rural children in Mainland China and also to collect information about the contexts of media usage and time spent on various activities including media usage....

Purpose – The purpose of this paper is to examine what types of consumption values are taught at elementary schools in Mainland China, how these values are presented, and how these values relate to traditional Chinese cultural values. Design/methodology/approach – A content analysis of 72...

Purpose – The purpose of the paper is to explore children's perceptions of material possessions in Hong Kong using drawing and open‐ended questions. Design/methodology/approach – A total of 42 Chinese children aged 6‐12 were asked to draw what comes to their minds for two statements:...

Examines how much attention urban mainland Chinese children pay to television commercials, their response to different types of commercials, and their perceptions of the quality of advertised and non‐advertised brands. Classifies the types of commercials seen as funny, animated, public...

Discusses the factors that determine a child’s sense of materialism, and how this can be measured, based on face‐to‐face interviews with 246 children to measure their responses to 14 items; the background to the study is a concern that advertising may influence children to steal in order...

Purpose – This study seeks to quantify how children in urban China perceive someone described as owning many or few expensive toys. It aims to measure the types of possessions and personal characteristics they attributed to such individuals. This is an extension of previous research on...

Purpose – The purpose of this paper is to compare sources of money as well as responses to television commercials and pop up advertisements on the internet among young “tween” consumers in Denmark and Hong Kong. Findings are compared with existing preconceptions of the tween segment in the...