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Youth and Consumption
作者
：
出版日期
：
2010
閱讀格式
：
PDF
ISBN
：
9789629371524
- Foreword by Prof. T. Wing Lo
- Foreword by Dr. Brian Young
- Preface
- About the Author
- List of Illustrations
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1. Youth as Consumers
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Chapter Overview
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Social and Economic Statistics of Youth in Hong Kong
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Prevailing Consumption Environment and Values
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A Survey on Consumption Patterns and Money Management
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2. Parents and Friends as Socializing Agents
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Chapter Overview
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Consumer Socialization
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Role of Parents
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Role of Peers
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A Survey on Family and Peer Communication about Consumption
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3. Social Comparison with Peers and Media Celebrities
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Chapter Overview
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Social Comparison Theory
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Vicarious Role Models
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A Qualitative Study of Social Comparison with Peers and Media Celebrities
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Social Comparison with Direct Role Models
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Characteristics of Direct Role Models
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Social Comparison with Vicarious Role Models
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Characteristics of Vicarious Role Models
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Consequence of Social Comparison
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A Proposed Theoretical Model
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4. Marketers and Retailers as Socializing Agents
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Chapter Overview
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Use of Commercial Information Sources
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A Survey Investigating Young People’s Consumption
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Media Celebrities， Idol Worship and Consumption
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Use of Celebrities in Commercial and Public Communication Campaigns
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Attracting Young Consumers to the apm Shopping Mall—A case study
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5. Use of Traditional and New Media
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Chapter Overview
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Hong Kong Media Scene and Media Usage
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Overview of the Internet Medium
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Characteristics of the Internet Medium
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Uses and Gratifications Theory
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A Survey on Youth and Media Usage
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Use of New and Traditional Media
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Internet Usage
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Sources of Communication about Sensitive Issues
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6. Advertisements for Young People
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Chapter Overview
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Informative or Emotional Advertising?
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A Study of Advertisements in Youth Magazines
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Summary of the Results
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A Study of Advertisements in Television
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Summary of the Results
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7. Attitudes toward Advertising
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Chapter Overview
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Attitudes toward Advertising
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Previous Studies on Public Opinion of Advertising in Hong Kong
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A Study on Attitudes toward Television Advertising among Young People
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An Updated Study on Attitudes toward Advertising
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Regulation of Advertising in Hong Kong
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Complaint Cases of Television Commercials
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8. Television Commercials Liked and Disliked
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Chapter Overview
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Previous Studies on Audience Perceptions and Liking of Advertisements
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A Quantitative Study Examining Young People’s Perceptions and Liking of Television Advertisements
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A Qualitative Study of Liked and Disliked Television Commercials
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9. Branded Goods: Perceptions and Ownership
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Chapter Overview
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John’s (1999) Model of Consumer Socialization
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A Qualitative Study on Young People’s Perceptions of Brand Ownership
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Participants and Procedure
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Visual Elements in the Drawings
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The Interviews
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Conclusion
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10. Young People and Public Service Advertising
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Chapter Overview
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Public Service Advertising in Hong Kong
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Understanding of Commercials and Public Service Advertising
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A Qualitative Study on Young People and Public Service Advertising
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11. Consumerism and Materialistic Value Orientations
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Chapter Overview
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A Proposed Model
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A Study of Social Comparison， Advertising Viewing and Materialism
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12. Undesirable Consequences of Consumption
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Chapter Overview
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Consumption Values in Youth Magazines
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Deconstructing Two Personal Loan Commercials
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Compulsive Consumption in Hong Kong
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Materialism and Life Satisfaction
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Materialism and Donation
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13. Youth and Consumption in Hong Kong: Summary， Conclusions，and Implications
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Summary of Research Findings
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Major Implications for Marketers， Educators，Parents， and Policy-makers
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- References
- Index
- 出版地 ： 香港
- 語言 ： 英文
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