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 – The present study aims to examine girls' perception of gender roles and gender identities in Hong Kong. Design/methodology/approach – A total of 16 girls aged 10 to 12 were asked to take pictures from the media that could illustrate “what girls or women should or should not be; and...

Purpose – This article aims to examine young consumers' perceptions of healthy eating, contexts where healthy or unhealthy eating are practiced, and their evaluation of regulatory measures that discourage the consumption of unhealthy foods in two different markets. Design/methodology/approach...

Purpose – A qualitative study by autovideography was conducted to examine adolescent girls' negotiation of their gender roles through the consumption of advertising images. This paper aims to document the study. Design/methodology/approach – In total, 20 adolescent girls aged 15 to 18 in...

Purpose – Does celebrity endorsement work and how does it work among adolescents? This article aims to identity attributes of celebrity endorsers and attributes of celebrity endorsement advertisements that are most appealing to the adolescents. The article also seeks to examine adolescents'...

Purpose – Materialism among the younger generation has become a hot topic among parents, educators, marketers and policy makers, especially in Macao, a city where the influx of tourists and the expanding gaming facilities bring the potential threat of materialism and the erosion of traditional...