Document Type

Journal Article

Department/Unit

Department of Communication Studies; Department of Marketing

Abstract

Materialism is an important issue, especially among young people, and especially in a Chinese context. Based on a theoretical model of the endorsement of materialistic values among Chinese youth, the objectives were to examine the influence of interpersonal communication on social comparison, and the influence of advertising viewing on imitation of celebrity models. In turn, the study examined how both social comparison and imitation of celebrity models contribute to young people’s endorsement of materialistic values. A mall intercept survey of 631 young people aged 15–24 in Hong Kong revealed that peer communication and susceptibility to peer influence had strong positive relationships to engagement in social comparison. Motivation for viewing advertisements had a strong positive relationship to imitation of celebrity models. In turn, both social comparison and imitation of celebrity models were positive predictors of materialism.

Publication Year

2008

Journal Title

International Journal of Advertising

Volume number

27

Issue number

5

Publisher

Taylor & Francis

First Page (page number)

799

Last Page (page number)

826

Referreed

1

DOI

10.2501/S026504870808030X

ISSN (print)

02650487

Link to Publisher’s Edition

https://dx.doi.org/10.2501/S026504870808030X

Keywords

Youth, Advertising, Materialism, Consumer Psychology

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