Purpose – This paper aims at describing and exploring how consumers perceive acupuncture as a medical treatment in relation to biomedicine. Design/methodology/approach – Data were collected through an online survey using quota sampling. The attitudes of 879 Hong Kong residents aged 20 or...

Purpose – The purpose of the article is to explore young people's perceptions of the desirability of brands and brand ownership in Hong Kong using drawings and open‐ended questions. Design/methodology/approach – A total of 48 Chinese children aged 13 to 19 were asked to draw what comes to...

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:...

Purpose – The purpose of this paper is to explore Chinese adolescents' engagement in social comparison of material possessions using qualitative inquiries. Design/methodology/approach – In total, 64 Chinese adolescents aged 13‐17 were face‐to‐face interviewed. They were asked whether...

Purpose – Hong Kong youth's general attitudes toward government publicity were studied and their responses to two public service advertisements promoting green lifestyles were measured. The paper aims to discuss these issues. Design/methodology/approach – Thirty‐four Chinese youths in Hong...

Purpose The purpose of this paper is to explore snacking behavior and perspectives on healthy and unhealthy food choices among adolescents in Mainland China. Design/methodology/approach Four focus-group interviews were conducted. Altogether 24 participants were recruited in Changsha, a...

Purpose The purpose of this paper is to explore the banking experiences and awareness of marketing efforts of banks among youth in mainland China. Design/methodology/approach Four focus-group interviews were conducted. A convenience sample of 26 participants aged 17 to 20 years was recruited in...

Purpose – The purpose of this study is to examine the effectiveness of advertisements with different female role portrayals in a second-tier city with “first-class opportunities.” Chinese girls and women represent a huge market for personal as well as household goods....

Purpose – The purpose of this study is to examine how Chinese adolescent girls and boys interpret female images in gendered advertisements based on Tobin et al. ’s (2010) gender self-socialization model (GSSM). Design/methodology/approach – In total, 48 Hong Kong adolescents studying in...

Purpose Personal debt is a common problem among Hong Kong people. Personal loan marketers promote their products and services aggressively, especially to young consumers. The purpose of this paper is to examine how young consumers respond to personal loan advertisements....