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...

Presents research into materialistic values among Chinese children, in the context of Chinese culture and rapid economic growth, contrasting materialistic values with both communistic and Confucian values. Reviews the literature, which shows that children understand the concepts of possession...

Looks at attitudes of Chinese adolescents to materialism, including the effect of age on materialism and the influence of family and peers. Outlines the values of Chinese culture: thrift, respect for parents, group orientation, social harmony, good manners, face, and academic achievement; these...

Purpose – This study investigates household access to traditional and new media, media exposure, time spent on media and other activities, and attention to advertising among rural children in mainland China. Design/methodology/approach – A survey of 1,008 rural children ages six to 13 in...

Purpose – The purpose of this paper is to examine the influence of peers and media celebrities on young people's endorsement of materialistic values in China. As the Chinese culture is said to be collective, it is expected that social relations, both personal and celebrity‐mediated, play an...

Purpose – The purpose of this paper is to examine the use of traditional media as well as the internet among young people in Hong Kong. With the fast development of the internet, the use of interpersonal as well as computer‐mediated communication has changed greatly. A study of how young...

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...

Purpose – The purpose of this paper is to examine the influence of marketing communication factors (specifically advertising viewing and responses to marketing promotions) as well as social influence factors (specifically influences from peers and media celebrities) on adolescents' endorsement...