Document Type

Journal Article

Department/Unit

Department of Communication Studies

Abstract

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 to buy advertised products. Reviews the literature relating to consumer socialisation, which shows that children understand the concept of possession and value it from a very young age. Concludes that Hong Kong Chinese children do not endorse strongly materialistic values; younger children were more materialistic than older children, and, contrary to the research literature, the current study found no gender difference in materialistic values. Finds also that mere exposure to television advertising and programmes does not contribute to greater materialism. © 2003, MCB UP Limited

Publication Year

2003

Journal Title

Young Consumers

Volume number

4

Issue number

4

Publisher

Emerald

First Page (page number)

47

Last Page (page number)

61

Referreed

1

DOI

10.1108/17473610310813988

ISSN (print)

17473616

Link to Publisher’s Edition

http://dx.doi.org/10.1108/17473610310813988

Keywords

Children (age groups), China, Consumerism, Hong Kong

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