Transcript Party Woman

Advertising Consumption
and Materialism amongst
Chinese Youth
Kara Chan and Cong Zhang
Hong Kong Baptist University
ICORIA June 29th-30th, 2007
Materialism
How do I
perform
when
compared
with others?
Theoretical Model
Social comparison
+
Materialism
+
Imitation of
Celebrity models
Theoretical Model
Peer Communication
+
Social comparison
+
Susceptibility to
peer influence
Theoretical Model
Amount of TV viewing
+
Attention to
TV advertisements
+ Imitation of celebrity
models
+
Motivation for
viewing ads
Method
• Conducted in Beijing, Oct/Nov 2005
• Respondents recruited at university
libraries and student dormitories
• Target 18-24 (quota on sex)
• Self-administered by respondents
• N=299
Sample profile
• Nearly equal distribution of M and F
• Age: 20% 18 -19, 80% 20 - 24
• Household income:
52% below 2,000 RMB
36% 2,001- 5,000 RMB
13% more than 5,000 RMB
Measures
•
•
•
•
Materialism: Richins (2004) 6 items
Peer comm.: 2 items
Peer influence: 6 items
Social comparison: 4 items (close
friends, richer friends, favorite
movie stars and pop singers,
media celebrities)
Measures
•
•
•
•
TV viewing: no. of hours a day
Attention to TV ad: one item
Motivation for watching ads: 7 items
Imitation of celebrity models: 4 items
developed from Kasser et al. (2004)
Findings
3
3
2.5
3
3
2.4
2
1.5
1 social comparison
peer influence
peer comm
materialism
Findings
3
3
2.8
2.8
2.6
2.5
2
1.5
1
0.8
imitation
motivation
attention to
ad
TV view
materialism
Model Supported by Data
Peer Communication
0.23***
Social comparison
0.22***
Susceptibility to
peer influence
R square =0.14
Model Supported by Data
Amount of TV viewing
0.09
0.06
Attention to
Imitation of celebrity
TV advertisements
models
0.37**
Motivation for
viewing ads
R square =0.17
Model Supported by Data
Social comparison
0.13*
Materialism
0.53***
Imitation of
Celebrity models
R square =0.35
Discussion/implication
•
•
•
•
•
•
Role of peer communication
Peer influence
Social comparison (who, what, when)
Imitation of celebrity models (who, what, when)
Motivation of viewing ads
Critical analysis of media celebrities endorsing
products
Limitation
•
•
•
•
•
Non probability sample
Relatively short questionnaire
Lack of working young adults
Do not have family SES information
Social desirability