effect of interpersonal communication and advertising viewing: a youth survey
DESCRIPTION
Effect of interpersonal communication and advertising viewing: A youth survey. Kara Chan and Gerard Prendergast, Hong Kong Baptist University AAA conference March 30-April 2, 2006. materialism. Who am I?. How do I perform when compared with others?. Am I as lovely as Gigi Leung?. - PowerPoint PPT PresentationTRANSCRIPT
Effect of interpersonal communication and advertising viewing: A youth survey
Kara Chan and Gerard Prendergast, Kara Chan and Gerard Prendergast, Hong Kong Baptist UniversityHong Kong Baptist University
AAA conference March 30-April 2, 2006AAA conference March 30-April 2, 2006
materialism
Who am I? am I?
How do I perform when compared with others?
Am I as lovely as Gigi Leung?
Theoretical model
Social comparison
Imitation of Celebrity models
materialism
+
+
Theoretical model
Comm. With parents
Peer influence
Social comparison
Comm. With teachers
Comm. With friends
--
+
+
Theoretical model
TV viewing
Motivation for viewingads
Imitation of celebritymodels
Youth mag reading
Attn to TV ads
++
+
+
Method
• Intercept survey at malls, outside public libraries, and shopping areas
• Target 15-24 (quota on sex and age)• July/Aug 2005 summer holidays• 1-8 pm, self-administered by
respondents• Monitored by RA (random visit)• N=631
Sample profile
• Roughly equal M and F• 78% students, 18% working, 4%
unemployed• 35% public housing (31% for pop.),
17% HOS housing, 48% private housing
Measures
• Materialism Richins (2004) 6 items• Comm. With parents/friends/teachers:
2 items each• Peer pressure, 6 items• Social comparison, 4 items (close frien
ds, richer friends, favorite movie stars and pop singers, media celebrities)
Measures
• TV viewing: no. of hours a day• Youth mag reading: no. of hours a wee
k• Attention to TV ad: one item• Motivation for watching ad: 7 items• imitation: of celebrity models: 4 items d
eveloped from Kasser et al. (2004)
Findings
3.1
2.4
1.8
3.2
2.9
2.7
1 1.5 2 2.5 3 3.5
mat.
parents
teachers
friends
peer pres
s compare
Findings
3.1
2.8
1.6
3
3
2.4
1 1.5 2 2.5 3 3.5
mat.
tv/day
mag/wk
attn
motivation
imitate m
Model supported by data
Comm. With parents
Peer influence
Social comparison
Comm. With teachers
Comm. With friends
0.080.10
0.27
0.31
R square=0.22
Theoretical model
TV viewing
Motivation for viewingads
Imitation of celebritymodels
Youth mag reading
Attn to TV ads 0.38
R square =15
Model from data
Social comparison
Imitation of Celebrity models
materialism
0.28
0.38
R square=29
Discussion/implication
• Role of interpersonal communication• Peer influence• Social comparison (who, what, when)• Motivation of viewing ads• Critical analysis of media celebrities
endorsing products
limitation
• Non probability sample• Relatively short questionnaire• Small number of working young adults• Do not have family SES information• Social desirability