Abstract
This study examines urban Chinese children’s level of materialism through their response to a scale of 15 items. A quota sample of two hundred and fifty-six Beijing children, with nearly equal number of boys and girls ages six to thirteen, were surveyed in May 2004. The result indicates that Chinese children do not endorse a strong materialistic value. The materialism score was 2.4 on a five-point scale. Contrary to John’s (1999) model of consumer socialization, it is found that even the youngest children aged six to seven developed an understanding of value of possessions that based on social significance. Boys were more materialistic than girls. Regression analysis indicates that younger children and children with high exposure to internet are more materialistic. The result was compared to a previous study of materialism among Hong Kong Chinese children.
| Original language | English |
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| Title of host publication | Proceedings of the 2005 Asia Pacific Conference of the American Academy of Advertising |
| Editors | Hong Cheng, Kara Chan |
| Publisher | American Academy of Advertising |
| Pages | 22-33 |
| Number of pages | 12 |
| ISBN (Print) | 0931030331, 9780931030338 |
| Publication status | Published - Jun 2005 |
| Event | American Academy of Advertising Asia-Pacific Conference 2005 - , Hong Kong Duration: 1 Jun 2005 → 4 Jun 2005 |
Conference
| Conference | American Academy of Advertising Asia-Pacific Conference 2005 |
|---|---|
| Country/Territory | Hong Kong |
| Period | 1/06/05 → 4/06/05 |
